Brand Tone

Performance-Oriented, Confident & Bold, Aspirational & Premium, Evolving & Modern

Brand Values

• •Innovation & Technology
• •Quality & Durability
• •Performance
• •Authenticity
• •Environmental Responsibility (emerging)

Best Practices

• •Emphasize Performance and Innovation: Always highlight the technical superiority, advanced materials, and how Spyder gear enhances the user's experience on and off the mountain. Use strong, active verbs.
• •Maintain a Confident and Authoritative Voice: Reflect Spyder's status as a leading, credible brand in the ski industry. Avoid overly casual or hesitant language.
• •Weave in Authenticity and Heritage: Reference its roots in ski racing, its long history, and its connection to athletes to build trust and underscore its expertise.
• •Balance Technical Detail with Aspirational Language: While providing key product information, also evoke the thrill, freedom, and challenge of mountain sports to connect emotionally with the audience.
• •Incorporate Emerging Values: As Spyder moves towards sustainability (e.g., PFAS-free), integrate this commitment into messaging to resonate with environmentally conscious consumers, showcasing a forward-thinking approach.

Social Perception

High-Quality Ski Apparel, Premium Brand, Trusted by Professionals, Fashionable & Stylish, Recognizable

Copy Examples

• •Spyder: Engineered for the Unrelenting. Decades of innovation. Zero compromise on the descent. Experience the pinnacle of ski apparel, now PFAS-free. Your mountain awaits.
• •Beyond the Peak: The Spyder Standard. From World Cup podiums to your first black diamond, Spyder crafts gear that performs, endures, and inspires. Feel the difference quality makes.
• •Conquer the Cold. Command the Slopes. With Spyder's advanced thermal technology and ergonomic design, every run is your best. Don't just ski. Dominate.
• •The Science of Speed, The Soul of the Mountain. Spyder merges cutting-edge innovation with a deep love for the alpine experience. Gear up for your adventure, whatever your pace.
• •Legacy Woven In. Future-Driven Design. Born from racing, evolved for every winter warrior. Spyder delivers timeless durability and modern style, committed to a cleaner mountain.