Brand Tone

Authentic, Community-focused, Proud, Activist

Brand Values

• •Tradition & Heritage
• •Community & Solidarity
• •Authenticity
• •Social Responsibility
• •Resilience & Determination

Best Practices

• •Emphasize Community and Inclusivity: Regularly highlight the "by fans, for fans" aspect and the diverse community the club represents.
• •Avoid overly corporate or slick marketing language.
• •Highlight Ethical and Social Values: Where appropriate (like the Pip Collection or general statements), subtly weave in the club's commitment to social responsibility, reflecting the fanbase's known values.
• •Showcase the volunteer-run nature of the shop to foster trust and shared identity.
• •Leverage the club's history and traditions to connect with long-standing fans.

Social Perception

Altona 93 is perceived as a cult club with a deeply loyal and diverse fanbase that values tradition, authenticity and social responsibility over commercialism. The club is viewed as an integral part of the local Altona community.

Copy Examples

• •OFFICIAL ALTONA 93 FANSHOP - VOLUNTEER RUN BY FANS FOR FANS
• •Pip Children's Collection: FairWear/vegan, organic cotton, locally produced, and supporting NABU Hamburg with each sale!
• •Shipping is free over €100, and we ship internationally, with a local pickup option available.
• •AFC Stream-Team: Fan-run initiative bringing you live streams!
• •Celebrating our rich history, founded in 1893, and our significant cult following. Because true fans care.