Brand Tone

The brand's tone is innovative and scientific, confident and disruptive, while also being community-oriented and accessible.

Brand Values

• •Innovation
• •Performance
• •Versatility and Problem-Solving
• •Persistence

Best Practices

• •Lead with Science, Support with Experience: Always ground the brand's claims in its innovative design and scientific testing. Use phrases like "patented design," "proven advantage," and "less rolling resistance," but immediately translate these technical benefits into real-world rider experiences like "a smoother ride over cracks" or "more predictable slides."
• •Embrace the "Reinvented the Wheel" Narrative: Consistently use this powerful story across all channels. It's a memorable and confident declaration of the brand's core value of innovation and disruption.
• •Balance Confidence with Authenticity: While the tone should be confident, avoid overstating claims that are highly subjective (like speed on perfect surfaces). Acknowledge the product’s specific strengths—like rough terrain performance—which resonates well with customer reviews and builds trust.
• •Leverage User-Generated Content (UGC): Actively feature videos and testimonials from real customers. This reinforces the brand’s community feel and provides authentic social proof that backs up the technical claims, making the marketing more relatable.
• •Maintain Visual and Verbal Consistency: Ensure that the innovative, almost futuristic look of the wheel is matched by dynamic and forward-thinking language. Use active, powerful verbs and a clean, modern aesthetic in all visual and written communications to create a cohesive and impactful brand identity.

Social Perception

The social perception is largely positive, with customers praising the wheels for handling rough terrain and providing confidence. There is also a segment of the experienced skateboarding community that is more skeptical about speed claims on smooth surfaces but respectful of the innovation. The product is sometimes seen as polarizing, viewed either as a unique innovation or a marketing gimmick, though its creativity is generally acknowledged.

Copy Examples

• •The Wheel. Reinvented. 5,000 years of the same design ends now. Shark Wheels are scientifically proven to give you a faster, smoother, and safer ride over any terrain. Stop letting rocks and rough pavement dictate your line.
• •Fearless on Any Surface. Gravel? Cracks? Wet roads? No problem. Our sinusoidal design clears debris and grips where other wheels fail. Tag a friend who needs to stop fearing rock stops. #SharkWheel #SkateEverything
• •Less Friction, More Speed. This is the Shark Wheel advantage.
• •The DNA of a Better Ride. Inspired by the balanced motion of nature, the Shark Wheel's sine wave shape offers multiple center points, reducing friction and increasing longevity. Its wide profile provides superior grip in slides, while the grooved pattern channels water away for unmatched control in the wet. It's not just different—it's better by design.
• •Shark Wheels - The Ultimate All-Terrain Wheel. As Seen on Shark Tank. Conquer rough roads, debris, and water with our revolutionary wheels. Faster, smoother, and longer-lasting. Shop Now.