Brand Tone

Energetic, trendy, and exclusive; informal on social media (humor, challenges, trends) and direct/transactional on the website (product specifics, brand names). This dual approach creates a "hype" culture around products.

Brand Values

• •Authenticity & Exclusivity
• •Trend-Consciousness
• •Community Engagement
• •Premium Quality

Best Practices

• •Use a Mix of Exclusive and Inclusive Language: Use words like "exclusive," "grail," and "limited" to create desire, but balance it with inclusive, community-focused language like "fam," "join the challenge," and "show us your style" to build a loyal following.
• •Speak the Language of Hype Culture: Incorporate slang and terminology that resonates with the sneakerhead and streetwear community (e.g., "cop," "drop," "fire," "W"). This demonstrates authenticity and understanding of the culture.
• •Keep it Short, Punchy, and Visual on Social Media: Let the product images and videos do most of the talking. Use concise, energetic captions with strong calls-to-action ("Shop Now," "Enter the Challenge") and relevant hashtags.
• •Maintain Clarity and Professionalism on the Website: While the social tone is casual, the website copy (product descriptions, terms of service) should be clear, professional, and direct to build trust and facilitate smooth transactions. Reassure customers about product authenticity.
• •Segment Communication by Platform: Tailor the message to the platform. Use trend-based, entertaining video content for TikTok. Post high-quality product shots and community highlights on Instagram. Use Facebook for broader announcements and targeted ads. This ensures the tone feels native to each channel while serving the same core brand values.

Social Perception

A go-to destination for hype sneakers and streetwear, particularly within the French-speaking European market. Perceived as a key player that successfully generates buzz through engaging social media content and fosters an engaged community.

Copy Examples

• •Laced up and ready to own the streets. The latest Jordans have landed at Topdeck. Authentic, exclusive, and they won’t last long. Cop yours in-store or online before they're history. #TopdeckShop #JordanRelease #SneakerGrail
• •Think you’ve got the best style? 🔥 Prove it. Show us your fit with the hashtag #TopdeckChallenge. Best look wins a gift card to our Montreux shop. Let’s see what you’ve got. #Hypebeast #StreetwearChallenge #Fashion
• •Your search for authentic Supreme and BAPE ends here. Topdeck is your official plug for the most exclusive drops. From Box Logos to Shark Hoodies, we curate the best. Shop the collection now. #Supreme #BAPE #StreetwearEurope
• •Born from a passion for street culture, Topdeck is more than a store—it's a hub. We bring the world's most sought-after sneakers and apparel to Montreux, guaranteeing 100% authenticity with every piece. This is where hype meets heritage.
• •Subject: The New Topdeck Collection Is Here. | Built for the streets, by the streets. Our new line of hoodies and tees just dropped. Premium comfort, clean designs, and the authentic vibe you expect from us. Shop the look. #TopdeckClothing