Brand Tone

Passionate & Proud, Community-Oriented & Inclusive, Authentic & Principled, Activist & Aware, Creative & Culturally Connected, Resilient & Fan-Driven

Brand Values

• •Community
• •Social Responsibility & Justice
• •Inclusivity & Equality
• •Fan Ownership & Democracy
• •Authenticity & Integrity
• •Cultural Expression & Heritage
• •Sustainability

Best Practices

• •Lead with Values: Ensure all copywriting, from product descriptions to social media posts, prominently reflects the core values of community, social responsibility, inclusivity, and fan ownership. Authenticity is key.
• •Speak with Passion and Pride: Use language that conveys a deep love for the club, its history, and its unique identity. Celebrate the "Bohs way."
• •Emphasize "More Than a Football Club": Consistently highlight the club's social initiatives, partnerships, and activist stance. Connect merchandise to these broader efforts.
• •Engage the Community: Use inclusive language ("Our Club," "Your City"). Encourage interaction and share fan stories. Make fans feel like an integral part of the brand narrative.
• •Be Brave and Authentic: Don't shy away from the club's outspoken nature. The copy should be confident and principled, reflecting the club's willingness to take a stand, even if it's unconventional.

Social Perception

More Than a Football Club, Authentic and Principled, Culturally Relevant & "Cool", Community Champion, Passionate Fanbase, Innovative Marketers

Copy Examples

• •Headline: More Than Ninety Minutes. This Is Dublin. This Is Bohs. Body: Wear the heart of Dublin on your sleeve. Our latest collection isn't just merchandise; it's a statement. 100% fan-owned, 100% community-driven. Shop now and own a piece of the spirit that defines us. #BohsUnite #YourCityYourClub
• •Headline: Our Colours. Our Values. Your Voice. Body: At The Bohs Store, every jersey tells a story of passion, community, and standing for something real. From Dalymount to the streets, show what you believe in. Explore the new arrivals – crafted with pride, worn with conviction. #PrideOfTheNorthside #FootballForGood
• •Headline: Not Just a Kit. It's a Commitment. Body: The Bohs Store is where our fight for a better game and a better world comes together. Each purchase supports a fan-owned club dedicated to social justice, inclusion, and the power of football to change lives. Join the movement. #RefugeesWelcome #ClimateJusticeNow
• •Headline: The Spirit of Dalymount, Woven In. Body: Feel the history, the passion, the unbreakable bond of The Bohs. Our official gear is for those who understand that football is more than a game – it’s belonging. Get your colours today and carry the legacy forward. #DalymountRoar #Since1890
• •Headline: Wear The Change You Want To See. Body: Bohemian FC: A club that stands for something. The Bohs Store: Gear that means something. Our new line supports our community initiatives and our fearless voice on the issues that matter. Be seen. Be heard. Be Bohs. #BohsAgainstRacism #MoreThanAFootballClub