Brand Tone

Irreverent, humorous, passionate, and community-centric. It is self-aware and doesn't take itself too seriously, using memes and parody to connect with its audience. The language is casual, inclusive, and filled with runner-specific slang and inside jokes, underpinned by a deep love for trail running.

Brand Values

• •Community
• •Passion for Running
• •Humor and Fun
• •Authenticity
• •Inclusivity
• •Giving Back

Best Practices

• •Embrace the "Inside Joke": Use terminology and reference situations that only runners would understand (e.g., "aid station snacks," "that last hill," "Type 2 fun"). This builds a strong bond with the core audience.
• •Stay Irreverent but Positive: The "gangsta" persona is about fun, not negativity. The humor should be slightly edgy and self-deprecating but always uplifting and encouraging at its core. Avoid gatekeeping or overly cynical tones.
• •Lead with Passion: Every piece of copy should have an undercurrent of genuine love for running. Whether it's a joke about a tough race or a promotion for a new product, the "why" behind it—the love of the sport—should be clear.
• •Highlight Community Above All: Frame products and content around the community. It's not just a hat, it's a hat that connects you to the #TrailGang. It's not just an event, it's a chance to hang with your people. Use user-generated content and testimonials frequently.
• •Keep it Casual and Authentic: Use a conversational tone. Avoid corporate jargon. Write like you're talking to a running buddy. Short sentences, emojis, and a direct, unpolished voice will feel more authentic to the brand than slick, professional copy.

Social Perception

The public perceives TRAIL GANGSTAZ as a fun, authentic, and grassroots community brand. Customers and followers are not just buying a product; they are buying into an identity that celebrates the quirky, challenging, and rewarding lifestyle of a trail runner. The brand is seen as a positive and motivating force within the running scene.

Copy Examples

• •That "Type 2 Fun" Feeling. You know the vibe. Miles deep on the trail, covered in dirt, legs are screaming, but you can't stop smiling. That's the good stuff. Keep it gangsta. #TrailGangstaz #UltraRunning #TrailLife #EmbraceTheSuck
• •Fresh Lids for Dirty People. Our new collection of hats is here. Perfect for hiding helmet hair, blocking out the haters, or just looking cooler at the aid station. Shop now before they're gone.
• •We're not saying this tee will make you faster, but... Okay, it won't. But you'll look way better crossing the finish line. Plus, check out our latest Doggie Dash event details and a new rap video that's... a cinematic masterpiece.
• •Ditch the Roads. Join the Gang. Pavement is boring. The real party is on the trails. TRAIL GANGSTAZ is an AZ-based community of runners who prefer dirt, elevation, and post-run burritos. Check out our upcoming group runs and events! #ArizonaRunning #Flagstaff #TrailRunning
• •The "Aid Station MVP" Tee. Made from a 60/40 cotton-poly blend that's almost as soft as that feeling when you see a volunteer with a full pitcher of soda. This shirt is scientifically proven* to make you 10% more popular at your next ultra. (*Not actually scientific, but you get it).