Brand Tone

Expert and Authoritative, Passionate and Inspiring, Community-Focused and Proudly Local, Approachable and Friendly.

Brand Values

• •Expertise
• •Quality Curation
• •Exceptional Customer Service
• •Local Identity
• •Accessibility

Best Practices

• •Lead with Expertise: Always frame advice, product descriptions, and guides through the lens of your experienced team. Use phrases like "Our experts recommend," "A team favorite for," or "Built for..." to reinforce authority.
• •Celebrate Your Roots: Regularly mention your connection to Baie-Comeau and the Côte-Nord region. This local identity is a powerful differentiator that builds authenticity and community pride. Use it in storytelling, social media location tags, and "About Us" reminders.
• •Balance Technical Specs with Real-World Application: When describing a product, go beyond technical features. Explain why a specific feature matters for an activity familiar to your audience (e.g., "the reinforced shoulders are perfect for carrying a pack on long treks").
• •Maintain a Personal and Welcoming Tone: Even when discussing highly technical gear, keep the language encouraging and approachable. Incorporate the friendly, helpful voice that customers praise in your reviews into your digital communications.
• •Emphasize Quality and Curation: Remind customers that your products are not just sold, but selected. Use words like "curated," "hand-picked," and "tested" to communicate that your inventory meets a high standard of quality and performance.

Social Perception

The public perceives Spin sports et plein air as a premier, trusted retailer for outdoor enthusiasts, offering high-quality gear backed by outstanding and personalized customer service from expert staff. While largely positive, some customers desire a broader range of brands and consistent discount policies.

Copy Examples

• •Gear Up for the Coast. The Fall Collection Has Arrived. From crisp morning hikes to windy coastal trails, our expertly curated gear is built to perform. Explore new arrivals from Arc'teryx, Salomon, and more—chosen by our team, for your next adventure.
• •The Côte-Nord is our playground, and this is our uniform. Engineered for warmth and built to last, our latest layers are here to help you push your boundaries. What’s your next destination? #SpinSports #PleinAir #QuebecAdventure
• •Don't just endure winter. Master it. With over 25 years of expertise, our team at Spin Sports will match you with the perfect ski setup for your goals. Visit us in-store for a professional consultation or shop our top picks online. Fast, free shipping in Québec on orders $100+.
• •Expert Picks: Our End-of-Season Sale Is On.
• •Product: The Arc'teryx Beta AR Jacket. Description: A fortress against the elements. We recommend the Beta AR for its uncompromising durability and versatility—it’s a favorite among our team for everything from backcountry skiing on Mont Ti-Basse to navigating a wet day in the city. Its GORE-TEX PRO fabric is trusted by the pros, and its thoughtful design ensures you're ready for whatever the forecast holds. Have questions? Our experts are here to help.