Brand Tone

Authentic, rebellious, and community-centric. Informal, direct, and uses skate terminology. Raw, 'for skaters, by skaters' feel, avoiding polished marketing language.

Brand Values

• •Authenticity
• •Community
• •Passion for Skateboarding
• •Quality and Durability
• •Mexican Identity

Best Practices

• •Use Authentic Skate Language: Incorporate common slang and terminology (e.g., "darle," "rifa," "quebrar," "clip") naturally. Avoid trying too hard or using outdated terms. Stay current by listening to how your community speaks.
• •Keep it Short and Punchy: Skate culture is about action, not long speeches. Your copy should be direct, energetic, and to the point, especially on visually-driven platforms like Instagram.
• •Focus on "We," Not "I": Use inclusive language that fosters community. Phrases like "nuestro equipo," "¿Estás con nosotros?," and calls for user-generated content reinforce that the brand is part of a collective.
• •Show, Don't Just Tell: Instead of saying your products are "high-quality," write copy that implies it, like "Hechas para aguantar el castigo." The rebellious and durable value is communicated through attitude, not just adjectives.
• •Be Proudly Mexican: Continuously reference local spots, cities, and skaters. This reinforces the brand's unique position and value proposition as an authentic Mexican skate brand, creating a stronger connection with the local target audience.

Social Perception

Perceived as a legitimate and core skate brand within its niche, a contributor to the culture rather than just a seller. Seen as authentic and underground by a loyal following. Strong, direct identity.

Copy Examples

• •(Instagram Post - New Deck Release): Image: A skater mid-trick, showcasing the bottom graphic of the new deck. Copy: Concreto nuevo para tus pies. La [Deck Model Name] ya está en la calle. Lija, monta y a darle. Link en la bio para quebrar.
• •(Facebook Ad - General Brand Awareness): Video: A fast-paced montage of different skaters landing tricks in various Mexican cities. Copy: Desde las calles de CDMX hasta los bowls de Ensenada. No vendemos patinetas, somos la patineta. Thrash Mx es calle, comunidad y puro skate. ¿Estás con nosotros?
• •(Website Product Description - Wheels): Title: Ruedas "Destructor" 54mm Copy: Hechas para aguantar el castigo del asfalto más culero. Las 'Destructor' te dan la velocidad que necesitas y la resistencia que exiges. No más flat spots. Pura velocidad, puro control. Thrash Mx: Probado en las calles.
• •(Instagram Story - Community Call-out): Image: A graphic with bold text. Copy: ETIQUÉTANOS EN TUS MEJORES CLIPS DE LA SEMANA. Los más perros los subimos el viernes. #ThrashMxRifa
• •(YouTube Video Description - Team Edit): Title: FUEGO EN LOS PIES: Thrash Mx Team Video Vol. 3 Copy: Nuestro equipo se lanzó a las calles de Guadalajara a dejar su marca. Cero pausas, solo skate. Dale play y sube el volumen. Patinadores: [Nombre 1], [Nombre 2], [Nombre 3]. Filmado por: [Nombre del filmer]. #ThrashMx #SkateMexico #PuroFuego