Brand Tone

Authentic, Adventurous/Daring, Energetic/Dynamic, Youthful/Cool, Inspirational/Aspirational, Humorous/Fun-loving

Brand Values

• •Passion
• •Quality & Design
• •Creativity & Innovation
• •Community
• •Pushing Limits/No Fear
• •Authenticity

Best Practices

• •Embrace the Slang (Authentically): Use words like "Sick," "epic," "send it," "stoked" naturally, reflecting how the community and Fabio actually speak. Avoid overdoing it or forcing it where it doesn't fit. The core meaning is "excellent" and "awesome."
• •Focus on Action & Energy: Use active voice and dynamic verbs. Describe the feeling of adventure, the thrill of the ride, and the energy of the lifestyle.
• •Keep it Real & Relatable: While aspirational, ensure the tone remains down-to-earth and approachable, mirroring Fabio's own online persona. Share behind-the-scenes insights or relatable challenges.
• •Prioritize Visual Storytelling Support: Write copy that complements the brand's strong visual content (videos and photos). Let the visuals do some of the talking and use copy to enhance the message and call to action.
• •Channel Fabio's Voice (Subtly): Infuse the copy with the enthusiasm, passion, and occasional humor that Fabio Wibmer himself exhibits. Think: "What would Fabio say about this?" while ensuring it aligns with broader brand messaging. The copy should feel like an extension of his world.

Social Perception

Highly Positive & Engaged, Cool & Trendy, Authentic Extension of Fabio, Quality Products, Aspirational Lifestyle

Copy Examples

• •Headline: Unleash Your Ride. Body: Life’s too short for boring. Grab your new Sick gear and make every moment an adventure. #SickSeries #PushYourLimits
• •Headline: Built for the Bold. Body: From urban streets to mountain peaks, our latest drop is engineered for whatever thrill you’re chasing. Quality you can feel, style that speaks volumes. Get yours. Be Sick.
• •Headline: Not Just Apparel, It’s a Mindset. Body: Inspired by Fabio Wibmer’s a ‘no fear’ approach, Sick gear is for those who dare to be different. What’s your next challenge? #SickLife #FabioWibmer
• •Headline: Fresh Drops. Sicker Rides. Body: Your new favorite hoodie just landed. Designed by riders, for riders. Cop the latest Sick collection and own your style. Link in bio.
• •Headline: Weekend Plans: Get Sick. Body: Whether you're sending it or just chilling, do it in style. Our new collection is all about comfort, durability, and that unmistakable Sick vibe. Explore the lookbook now.