Brand Tone

Authoritative & Expert, Passionate & Adventurous, Heritage-Driven & Trustworthy, Community-Oriented, Responsible & Forward-Thinking

Brand Values

• •Quality & Durability
• •Innovation
• •Performance
• •Heritage & Tradition
• •Sustainability & Responsibility
• •Passion for the Outdoors
• •Authenticity
• •Care

Best Practices

• •Embrace the "Expert Guide" Persona: Write with confidence and knowledge, providing genuine insights and technical details where appropriate. Avoid overly casual or flippant language.
• •Weave in Heritage Authentically: Subtly reference the Italian craftsmanship, long history, and family roots where relevant to reinforce trust and quality, without overdoing it.
• •Speak the Language of the Mountain: Use terminology familiar to climbers, hikers, and mountaineers, but ensure it's accessible or explained for a broader audience interested in quality outdoor gear. Show understanding of their needs and aspirations.
• •Balance Performance with Passion: While highlighting technical features and durability, also convey the joy, freedom, and sense of accomplishment that comes with outdoor pursuits. Use evocative language that inspires adventure.
• •Champion Sustainability with Substance: When discussing eco-friendly initiatives, be specific about actions and materials (e.g., "Pebax® Rnew", "recycled production scraps"). Connect these efforts back to the core value of preserving the environments SCARPA users love.

Social Perception

Highly Respected & Trusted, Technical & Performance-Oriented, Comfortable & Well-Fitting, Durable Investment, Increasingly Eco-Conscious, Associated with Professionals

Copy Examples

• •Headline (Authoritative & Performance): SCARPA: Engineered for the Ascent. Trusted by those who don't compromise. #NoPlaceUntouched Body: For over 80 years, SCARPA has crafted footwear that stands up to the world's toughest conditions. Our [Product Name] boot, built with [Specific Technology] and Italian expertise, offers unparalleled precision and support for your most ambitious mountain days. Explore further, climb higher.
• •Social Media Post (Passionate & Community): That feeling when the summit view is earned, not given. What's your #NoPlaceUntouched moment this week? Share your adventures with us! Our gear is built for these moments, by people who live for them. [Link to a community story or product]
• •Product Description Snippet (Heritage & Quality): Rooted in Italian tradition since 1938, the SCARPA [Product Name] embodies generations of craftsmanship. We select only the finest materials, ensuring every stitch contributes to a boot that’s not just worn, but experienced. Expect enduring comfort and unwavering reliability, season after season.
• •Sustainability Focus (Responsible & Forward-Thinking): Our Green Manifesto isn't just a statement; it's our commitment in action. The new [Eco-Product Name] features [recycled material/sustainable process], reducing our footprint without sacrificing the performance you demand. Because the mountains we explore today are the legacy we leave for tomorrow.
• •Short Ad Copy (Adventurous & Expert): Where will your SCARPAs take you? From jagged peaks to ancient trails, experience an Italian legacy of innovation and performance. Gear up for your next adventure. #ScarpaUK #MountainHeritage