Brand Tone

Passionate, Authentic/Grassroots, Community-focused, Energetic & Fun, Loyal, Informal and Relatable

Brand Values

• •Fan-centricity
• •Community Building
• •Passion for the Mets
• •Authenticity
• •Loyalty
• •Quality

Best Practices

• •Always Emphasize "For the Fans, By the Fans": This is the core motto and should permeate all messaging, reminding the audience of the brand's authentic, fan-driven origin.
• •Use Passionate and Energetic Language: Reflect the enthusiasm of a die-hard Mets fan. Use strong verbs and evocative descriptions that convey excitement and loyalty.
• •Foster a Sense of Community: Frame messages to be inclusive, inviting fans to join in, share their experiences, and be part of something bigger ("Join the Army," "Stand with us").
• •Stay Authentic and Relatable: Avoid overly corporate or generic marketing-speak. Keep the language grounded, as if one fan is talking to another. Share genuine stories and fan moments.
• •Maintain Loyalty Through Thick and Thin: Acknowledge the ups and downs of being a sports fan. The tone should remain supportive and loyal, reflecting the resilience of the fanbase, win or lose.

Social Perception

Widely seen as a dedicated and passionate group of Mets supporters who enhance the game-day experience. The 7 Line is recognized for successfully creating a vibrant community around the team. Many fans appreciate the unique merchandise and the camaraderie of The 7 Line Army outings. The founder, Darren Meenan, is often praised for his entrepreneurial spirit and dedication.

Copy Examples

• •Headline: More Than Just a Game. It's a Family. Body: Bleed blue and orange? So do we. The 7 Line isn't just about gear; it's about a thousand voices roaring as one. For the fans, by the fans. Always. Join the Army. #The7LineArmy #LGM
• •Headline: Our Colors Don't Run. Neither Do We. Body: Through thick and thin, from Opening Day to the last out. We're The 7 Line. We show up. We're loud. We're loyal. Gear up and stand with us. For the fans, by the fans.
• •Headline: Road Trip? We're There. Citi Field? That's Home. Body: Doesn't matter where the Mets play, The 7 Line Army brings the heart of Queens. Passion, pride, and a whole lotta noise. This is Mets fandom, amplified. Grab your tee, join the crew.
• •Headline: Born in the Stands. Built by You. Body: From one t-shirt to a sea of orange and blue. The 7 Line is your story, our story. Real fans. Real passion. Wear it proud. #ForFansByFans
• •Headline: It's Not Just Apparel, It's Allegiance. Body: Every stitch, every design, fueled by the same fire that burns in every Mets fan. This is more than merch – it’s a statement. We are The 7 Line. Are you with us?