Brand Tone

Authoritative & Heritage-Rich, Passionate & Inspirational, Performance-Driven & Quality-Focused, Community-Oriented & Engaging, Modern & Energetic

Brand Values

• •Heritage & Authenticity
• •Quality & Innovation
• •Performance
• •Passion for Sport
• •Community

Best Practices

• •Anchor in Heritage, Speak to Today: Always acknowledge Spalding's rich history and pioneering role, but frame messages in a way that resonates with contemporary athletes and basketball culture. Use "Since 1876" strategically, but pair it with modern aspirations.
• •Emphasize "True to the Game": This tagline encapsulates passion, authenticity, and commitment. Weave this sentiment into copy, whether directly or indirectly, to reinforce what Spalding stands for.
• •Balance Authority with Inspiration: Communicate expertise and product superiority (authoritative) while also motivating and connecting with the player's journey and love for the sport (inspirational).
• •Adapt to the Platform, Not the Core Tone: While TikTok copy will be shorter and more energetic than a website's "About Us" page, the underlying values of quality, passion, and performance should still be subtly present.
• •Focus on the Athlete's Benefit: Translate product features (e.g., "Legacy Material," "Neverflat") into tangible benefits for the player (e.g., "unbeatable grip in crucial moments," "consistent performance, game after game"). Showcase how Spalding empowers players to "play their best game."

Social Perception

Trusted & Reliable, Iconic & Classic, Performance-Oriented, Engaged with the Basketball Community, Ubiquitous in Basketball

Copy Examples

• •Headline (Product - Performance/Heritage): The Grip of Legends. The Bounce of Champions. Spalding – Crafting Basketball Excellence Since 1876. Body: Feel the difference tradition makes. Our latest TF-1000 Legacy isn't just a ball; it's a commitment to your best game, built on nearly 150 years of innovation. #SpaldingEU #TrueToTheGame #BasketballLegacy
• •Social Media Post (Community - Instagram): From street courts to the EuroLeague spotlight, the passion for basketball unites us. Tag your squad and tell us where you play your game! 🏀🌍 #SpaldingEurope #BasketballEverywhere #MadeForTheGame (Image: A dynamic shot of a diverse group playing on an urban European court with a Spalding ball clearly visible)
• •Short Ad Copy (Inspirational - TikTok/Reels): Your Hustle. Our Heritage. Elevate your game with Spalding. ⚡️ Shop the new collection – Link in Bio! #Spalding #OwnTheCourt #BasketballNeverStops (Video: Fast-paced clips of impressive dribbling, shots, and diverse players)
• •Website Banner (Quality/Innovation): Engineered for Perfection. Designed for Your Game. Discover Spalding's innovative basketball technology, delivering unparalleled grip, durability, and performance. [Shop Now]
• •Email Subject Line (Exclusive/Engaging): Unlock Your Potential: Exclusive Access to the New Spalding Hoops Range! Body Preview: Be the first to experience the next level of basketball equipment. Built for champions, by the original innovators.