Brand Tone

Authentic, passionate, and expert. The brand's voice is knowledgeable and confident, positioning themselves as "the world's best sneaker restorers." The content is geared towards those who see sneakers not just as footwear, but as valuable cultural artifacts. The tone is also community-oriented, fostering a connection with fellow sneaker lovers.

Brand Values

• •Authenticity and Passion: Founded by two lifelong sneaker collectors, the brand's core is a genuine love for sneaker culture. They only produce products they would use on their own sneakers.
• •Expertise and Quality: Co-founder Rob is renowned for his restoration skills, and the brand emphasizes perfecting its formulas and materials. They aim to provide professional-grade products and services.
• •Community: Sneakers ER actively builds and engages with the sneakerhead community through social media, collaborations, and events like Scotland's largest sneaker festival, Sole Bloc.
• •Heritage: There's a clear respect for the history of sneaker culture, with references to 80s football terrace culture and vintage models.
• •Local and Responsible Sourcing: The brand states it sources materials locally and responsibly whenever possible.

Best Practices

• •Speak from a place of authority and passion: Use confident, knowledgeable language that reflects the founders' expertise. Refer to sneakers as "grails," "kicks," or "collectables" to connect with the enthusiast audience.
• •Emphasize quality and meticulousness: Highlight the "perfected formulas" and the professional-grade nature of the products and services. Use words like "precision," "premium," and "expert."
• •Build and nurture the community: Directly address the sneakerhead community in your copy. Ask questions, encourage sharing of collections, and promote events that bring people together.
• •Anchor the brand in its heritage: Continue to share the story of the founders and their connection to sneaker history. This builds authenticity and distinguishes the brand from more corporate competitors.
• •Maintain a consistent voice across all channels: Whether on the website, a social media post, or product packaging, the tone should always feel like it's coming from a genuine, passionate sneaker expert.

Social Perception

The public perception of Sneakers ER is largely positive, viewing it as an authentic and credible brand created by and for sneaker enthusiasts. Customers appreciate the effectiveness of their cleaning and restoration products. The brand is seen as a key player in the sneaker care industry, running the "first and largest sneaker laundry in Europe." Their flagship store in Glasgow is a hub for the community. However, there are some negative perceptions, including a Reddit thread with a former employee alleging a toxic work environment and poor management practices.

Copy Examples

• •Born from a lifelong obsession. Sneakers ER isn’t just a brand; it’s our passion. Founded by collectors, for collectors, we make the products we’ve always wanted for our own grails. From Glasgow to the world, we’re here to keep the culture alive, one pristine pair at a time.
• •Details matter. Our new Midsole Paint Pen was perfected by the world’s best restorers (us) to bring your soles back to life with precision. Because every part of the story counts. #SneakersER #SneakerRestoration
• •More than a cleaner, it's a ritual. Our Complete Care Kit has everything you need to protect your investment and honor your collection. Developed by enthusiasts who know that keeping your kicks fresh is non-negotiable.
• •Your sneakers have seen it all. Now, let them see our experts. From a deep clean to a full restoration, our Glasgow laundry service treats every pair like the collectible it is. Drop them off and let us bring them back to glory.
• •We’re more than a brand, we’re a community. That's why we started Sole Bloc. It’s about celebrating the culture we all love. Join us for the next one. #SoleBloc #SneakerCulture