Brand Tone

Confident, Energetic, and Witty

Brand Values

• •Performance and Quality
• •Durability
• •Expressiveness and Design
• •American Manufacturing
• •Authenticity

Best Practices

• •Lead with Confidence: Use declarative and assured language. Phrases like "We believe," "We strive," and "period" establish expertise and trust in the product's quality.
• •Balance Performance and Personality: Always connect the technical benefits (e.g., wicking fibers, durability) with the emotional and aesthetic benefits (e.g., expressive designs, standing out).
• •Emphasize Your Roots: Regularly incorporate the "Made in Colorado/USA" message. This is a key differentiator and a point of pride that resonates with a specific customer segment.
• •Speak the Language of the "Enlightened Athlete": Use authentic terminology that shows you understand the culture of cycling, running, and outdoor sports, but keep it accessible enough not to intimidate newcomers.
• •Maintain a Hint of Wit: While the focus is on a serious, high-performance product, allow the cleverness of the brand name to infuse the copy. Use smart headlines and playful descriptions to reflect the creative spirit of the designs.

Social Perception

reliable, high-quality, and stylish choice for athletic socks

Copy Examples

• •Engineered in the Colorado mountains, for rides that conquer them. Our socks are built to be as rugged as the trail ahead. Your feet will thank you. #SaveOurSoles #MadeInUSA #CyclingGear
• •Headline: Performance shouldn't be boring. Body: You demand the best from your body. Demand it from your socks. Get technical performance without sacrificing personality. Shop our latest expressive designs.
• •Forget friction. Forget blisters. The only thing you'll feel is the road disappearing beneath you. With moisture-wicking fibers and a seamless toe, this sock is the unsung hero of your next personal best. Built for the long run, and proudly made in Colorado.
• •Treat your feet. They've earned it.
• •Long ride essentials: Water, fuel, and socks that won't quit before you do. What's in your kit? #SOSsocks #Endurance