Brand Tone

Motivational and aspirational, yet accessible; direct, encouraging, and focused on self-improvement; empowering and challenging, balanced with practical advice and a supportive feel; approachable for beginners, avoiding overly technical or elitist jargon.

Brand Values

• •Quality and Durability
• •Community and Growth
• •Empowerment and Self-Achievement
• •Passion for Calisthenics

Best Practices

• •Lead with Motivation: Always start with an empowering and aspirational message. Focus on what the user can achieve with the product, not just what the product is.
• •Use "You" and "Your": Directly address the customer to make the message personal and relatable. Frame the brand as a partner in their fitness journey (e.g., "your dream body," "your workouts").
• •Incorporate Community Language: Use words like "community," "movement," and "together" to reinforce the brand's value of building a collective of enthusiasts.
• •Keep it Simple and Direct: Avoid overly complex language. The tone should be like a knowledgeable and encouraging training partner—clear, concise, and to the point.
• •Maintain Authenticity: Consistently use terminology and showcase skills that are genuine to the calisthenics world (planche, handstand, front lever). This builds credibility with the core audience.

Social Perception

Positive but niche. Customers are highly satisfied with product quality and durability. Brand awareness is largely confined to the calisthenics and street workout community, perceiving it as a specialized, emerging brand rather than a mainstream fitness giant.

Copy Examples

• •Your floor is your gym. Your body is your weight. Our parallettes are your foundation. Crafted from premium beech wood for ultimate stability, the Shiky parallettes are designed for the daily grind. Master your handstand, perfect your planche, and build real strength. Get yours at shiky.org.
• •They see the final skill. They don't see the hundreds of falls, the failed attempts, the early mornings. Every master was once a beginner. Keep grinding. #Shiky #Calisthenics #ProveThemWrong
• •This isn't just a workout. It's the art of strength. Shiky provides the tools for your masterpiece. Shop high-performance calisthenics gear.
• •Welcome to the Shiky community! You're not just a customer; you're part of a global movement. Check out our latest blog post on 3 beginner mistakes to avoid and connect with us on TikTok to see what our athletes are up to. Let's grow stronger, together.
• •Wear your passion. Our 'Keep Grinding' oversized tee is made from 100% cotton for total comfort during your toughest sessions. More than just a shirt, it's a reminder of the dedication your craft deserves.