Brand Tone

Expert & Knowledgeable, Helpful & Supportive, Community-Oriented & Friendly, Professional & Trustworthy, Encouraging & Passionate

Brand Values

• •Customer-Centricity & Intent: "Our intent is - to help our customers achieve fitness in the context of their life balance." They encourage customers to see themselves as athletes within their life balance.
• •Expertise & Science-Based Service: Utilizing knowledge and technology (like video gait analysis) to provide the best footwear solutions.
• •Transparency & Accountability: They state this as a value and welcome it.
• •Community Commitment: Supporting local communities and integrating online and physical stores to ensure the longevity of community stores.
• •Valuing Staff: Respecting and valuing staff as footwear experts, providing fair wages and good working conditions.
• •Environmental Responsibility: Taking steps like not providing single-use bags, avoiding small single-pair orders to minimize transport impact, recycling cardboard, and considering the environmental practices of the brands they stock.
• •Quality & Durability: Not stocking footwear with an unacceptably short lifespan.
• •Passion for Fitness & Well-being: A genuine desire to help people improve their lives through fitness and achieve a good life balance.

Best Practices

• •Prioritize "Science" and Expertise: Always weave in the concept of a knowledgeable, evidence-based approach to footwear. Use terms that convey expertise, analysis, and a deeper understanding of biomechanics and shoe technology. Avoid overly casual or flippant language that might undermine this.
• •Emphasize Benefits, Not Just Features: While the "science" is important, translate it into tangible benefits for the customer – injury prevention, improved comfort, enhanced performance, achieving fitness goals, better life balance.
• •Maintain a Helpful and Supportive Voice: Frame copy around helping and guiding the customer. Use encouraging language. Position Shoe Science as a supportive partner in their fitness journey.
• •Foster Community and Local Connection: Highlight New Zealand ownership, local store involvement, run clubs, and community events. This reinforces the friendly, approachable, and community-oriented aspect of the brand.
• •Be Authentic and Passionate: Let the genuine enthusiasm for running, fitness, and helping people shine through. Share stories (with permission), highlight staff passion, and connect on an emotional level beyond just the technical aspects. Ensure transparency in claims and uphold the brand's stated values.

Social Perception

Shoe Science is generally perceived very positively by its customers and the public. They are seen as a go-to place for specialized running and walking shoes, especially for those who need expert fitting advice or have specific foot concerns. The staff's knowledge, professionalism, and friendly service are highly regarded and frequently praised. The "science" aspect of their fitting process (like video gait analysis) is a key differentiator and is valued by customers who want a precise fit and a shoe that matches their biomechanics. They are viewed as a supportive part of the local running and fitness community, through their run clubs and event participation. The brand is trusted, and their 30-day guarantee reinforces this. They are considered a New Zealand-owned business that supports local communities.

Copy Examples

• •Headline: Unlock Your Potential: The Science of the Perfect Fit. Body: Don't let the wrong shoes hold you back. At Shoe Science, our experts use video gait analysis and in-depth knowledge to match you with footwear that supports your unique movement. Run stronger, walk further, live better. Find your science-backed fit today. Call to Action: Visit us in-store or explore online.
• •Headline: More Than Just a Shoe Store. We're Your Partner in Every Stride. Body: From your first 5k to your next ultra-marathon, the Shoe Science team is here with expert advice, premium footwear, and a passion for helping you achieve your fitness goals. We believe in a balanced life, and the right shoes make all the difference. Call to Action: Join our community. Find a Shoe Science store near you.
• •Headline: Feel the Difference Expertise Makes. Body: Tired of guessing games with your running shoes? Our trained staff aren't just retailers; they're footwear scientists. We listen, we analyze, and we equip you with the perfect shoes, backed by our 30-day guarantee. Experience comfort and performance, scientifically proven. Call to Action: Book your free foot analysis!
• •Headline: Step into Your Best Self. We'll Handle the Science. Body: At Shoe Science, we're geeks about biomechanics, passionate about quality, and dedicated to your well-being. We help you find the ideal running or walking shoes so you can focus on enjoying the journey. Because when your feet feel good, you feel unstoppable. Call to Action: Discover our range of premium brands.
• •Headline: Your Local Running Hub – Powered by Science, Driven by Community. Body: Shoe Science is proud to be New Zealand owned and a part of your local fitness scene. Join our run clubs, get expert fitting advice, and connect with fellow enthusiasts. We're committed to keeping our communities active and thriving, one perfectly fitted shoe at a time. Call to Action: Find a run club or event near you!