Brand Tone

passionate, informal, and community-centric

Brand Values

• •Passion for Motorsport
• •Community & Belonging
• •Authenticity
• •Modernity & Relevance

Best Practices

• •Speak Like a Fan: Use the terminology, inside jokes, and references that are native to the F1 community. Avoid overly formal or corporate language at all costs.
• •Focus on Emotion, Not Just Product: Sell the passion, the adrenaline, the heartbreak, and the glory of the sport. The apparel is the medium for expressing that passion.
• •Engage with the Community: Ask questions, run polls, and respond to comments. Make your social media a two-way conversation, not a broadcast. This builds loyalty and reinforces your brand's community value.
• •Stay Current and Reactive: F1 moves fast. Be agile enough to create content that reacts to race results, driver transfers, or viral social media moments in near real-time. This shows you're an active and engaged part of the community.
• •Maintain Visual and Tonal Consistency: Ensure that the passionate, fan-centric voice is consistent across all platforms—from the website's product descriptions to Instagram captions and influencer partnerships. The look and feel should always be clean, modern, and high-energy.

Social Perception

a "by the fans, for the fans" brand; likely seen as a more authentic and stylish alternative to official team merchandise; credible and trustworthy due to influencer collaborations.

Copy Examples

• •Some stories don't need words. They're told in iconic lines and screaming engines. Our new 'Legends' hoodie is for those who know. Embroidered detail, heavyweight comfort. Wear a piece of history. #SlickCollections #F1Legends #Formula1
• •Lights out and away we go! 🍿 Who's taking the top step of the podium today? Drop your predictions below. 👇 #F1 #RaceDay #SlickCollections
• •Every Day is Raceday. Created by F1 fans, for F1 fans. Shop the collections that celebrate the sport we love.
• •The confetti has settled, but the adrenaline is still there. Keep the race weekend spirit alive with our latest drops, inspired by the unforgettable moments on track. Thanks for being part of the Slick Collections crew. See what's new.
• •And if you want to look as good as [Driver's Name] felt crossing the line, you have to check out Slick Collections. They make awesome, high-quality F1 apparel that’s actually designed by fans, so they get it. I’m rocking their [Product Name] right now. Hit the link in the description to grab yours.