Brand Tone

Aspirational, passionate, authentic, community-oriented, and empowering, reflecting a genuine love for soccer and inspiring players to achieve excellence.

Brand Values

• •Passion for Soccer
• •Family and Community
• •Individualism and Self-Expression
• •Quality and Protection
• •Ambition and Excellence

Best Practices

• •Always tie the product back to the love of soccer. Use emotive, energetic language that reflects the excitement of the sport.
• •Continue using the term "Crack" and other culturally relevant soccer slang. This builds a strong connection with the target audience and reinforces the brand's authentic, insider feel.
• •Regularly incorporate the origin story into marketing materials. It's a powerful differentiator that builds trust and community.
• •Address the customer directly. Center the copy on their ambitions, their identity, and their performance. Frame the product as a tool for their personal soccer journey.
• •Given the target audience, maintain a seamless blend of English and Spanish where appropriate. This demonstrates an understanding of and respect for the brand's core community.

Social Perception

Perceived as a legitimate, niche, and specialist provider for dedicated soccer players, particularly within the Hispanic community, who seek personalized gear not offered by mainstream retailers. Its long-standing domain registration lends credibility.

Copy Examples

• •Your Game. Your Style. Your Guards. Don't just play the part. Look the part. With Soccer Crack custom shin guards, you wear your passion and your pride. Add your name, your number, your flag. Step onto the field as the player you were born to be.
• •For the Love of the Game. We're a family of fans, just like you. We started Soccer Crack at our son's soccer school with one dream: to bring more passion and personality to the sport we love. Every order is a part of that dream. Join the family.
• •Become the Crack. In soccer, a 'Crack' is a legend. An icon. The best. It's the player everyone wants to be. Our custom shin guards are built for that ambition. Designed for protection, crafted for identity. What will your legacy be?
• •Protection That's Personal. A standard guard protects your shins. A Soccer Crack guard protects your identity. Lightweight, durable, and designed by you. Play with the confidence that comes from gear that is uniquely yours.
• •From Our Soccer Family to Yours. Every weekend, on fields across the country, players give it their all. We see it in our own family. That’s why we created Soccer Crack—to give every player a chance to shine. Customize your gear and score in style.