Brand Tone

Empowering, Trustworthy, and Approachable

Brand Values

• •Quality & Durability
• •Customer-Centricity
• •Inclusivity & Confidence
• •Functional Design
• •Value for Money

Best Practices

• •Lead with the Feeling, Support with the Feature: Start your copy by describing the emotional benefit (e.g., 'Feel confident and secure'), then explain the feature that delivers it (e.g., 'thanks to our Figure Firming fabric').
• •Leverage Your Heritage: Use 'Since 1984' to build immediate trust and differentiate from newer, less-established brands. This speaks to your reliability and expertise.
• •Amplify Customer Voices: Continue to integrate direct quotes and testimonials from customers across all marketing channels. This social proof is more powerful than any brand claim.
• •Speak Directly to Her Problem: Acknowledge common frustrations with activewear (slipping, being see-through, losing shape) and position TLC Sport as the definitive solution.
• •Maintain an Inclusive and Empowering Tone: Ensure all visuals and text celebrate a range of body types and fitness journeys. Use positive, encouraging language that builds women up, reinforcing that your products are made for 'all sizes.'

Social Perception

TLC Sport is perceived as a highly reputable and reliable brand in the activewear market, known for solving specific customer pain points with high-quality, value-for-money products, particularly in compression and tummy control leggings. It is seen as a positive, problem-solving brand, a 'hidden gem' by new customers, and the 'BEST' by loyal customers.

Copy Examples

• •Confidence isn’t just a feeling, it’s a decision. Since 1984, we've crafted activewear that supports you in every sense of the word. Our figure-firming fabric smooths and sculpts, so you can focus on your strength, not your waistband. Move with us. #TLCSport #ConfidenceInMotion #TummyControl
• •Quality You Can Feel. Confidence You Can Wear. Tired of leggings that slip, stretch, and lose their shape? Discover the TLC difference. Our customers call our compression leggings 'the best they've ever found' for a reason. Experience the perfect blend of support and comfort.
• •Meet your forever leggings. Engineered with our exclusive Figure Firming fabric, these leggings offer extra-strong compression to sculpt, smooth, and support you all day long. The high-waisted, no-slip waistband flattens your tummy and stays put through squats, sprints, and strolls. Opaque, durable, and unbelievably comfortable—they’re not just activewear, they’re a second skin designed to make you look and feel one size smaller.
• •The Ultimate Confidence Boost. Discover our best-selling Tummy Control Leggings, loved by thousands for their incredible fit, quality, and flattering design. Shop the collection that has customers saying, 'I’m actually addicted!'
• •Still thinking about it? You have great taste! Our compression leggings are famous for a reason. With fabric that's never see-through and a fit that 'holds the tummy perfectly,' they’re the upgrade your wardrobe deserves. Join the thousands of women who choose TLC Sport for quality that lasts. Find your perfect pair today.