Brand Tone

Aspirational, Passionate, Performance-Oriented, Artistic, Energetic, Bold, Community-Focused, Confident & Rebellious

Brand Values

• •Innovation & Performance
• •Safety & Protection
• •Artistic Design & Style
• •Quality & Durability
• •Passion for Racing & Riding
• •Community & Athlete Support

Best Practices

• •Embrace the "Racer & Artist" Persona: Every piece of copy should echo the dual spirit of high performance and creative expression. Use vivid, action-oriented language combined with an appreciation for design and aesthetics.
• •Speak to the Aspiration, Not Just the Product: Focus on what the gear enables riders to achieve – pushing limits, expressing individuality, experiencing the thrill. Connect features to the feeling and the performance outcome.
• •Maintain an Energetic and Confident Voice: Use strong verbs and a direct, assured tone. Avoid passive language. The copy should feel as dynamic as the sports TLD caters to.
• •Incorporate Brand Keywords and Mottos Naturally: Weave in phrases like "For The World's Fastest Racers," "creative horsepower," "art and speed," and values like "innovation," "safety," and "performance" where relevant and authentic.
• •Be Visually Congruent: Ensure that the copy style aligns with TLD's bold and often colorful visual identity. The words should feel like they belong with the images and designs. If the imagery is high-action, the copy should match that intensity.

Social Perception

Premium & High-Quality, Stylish & Recognizable, Performance-Driven & Reliable, Innovative, Comfortable, Good Customer Service (EU)

Copy Examples

• •Headline: Don't Just Ride. Define It. Body: Your trail, your rules. Our latest [Product Name] isn't just gear; it's an extension of your ambition. Engineered for the limit-pushers, designed for the statement-makers. Unleash your speed. (#TLDspeed #DefineYourRide)
• •Headline: Artistry in Motion. Protection in Action. Body: Born from a passion for speed and a relentless pursuit of artistic expression, every TLD piece is crafted to perform when it matters most. Ride with confidence, ride with TLD. (For The World's Fastest #TroyLeeDesigns)
• •Headline: The Podium Calls. Answer It in TLD. Body: From the roar of the gate drop to the silence of the send. We build gear for those moments. Lightweight, breathable, and built to win. Feel the difference passion makes. (RaceProven #PerformanceGear)
• •Headline: Beyond the Blueprint. Beyond the Ordinary. Body: Innovation isn't just a word; it's our obsession. The new [Helmet Model] integrates cutting-edge safety with the iconic TLD style you crave. Protect your passion. (InnovateOrImitate #SafetyFirstStyleAlways)
• •Headline: Join the Collective. Ride with Us. Body: It's more than a brand; it's a community fueled by adrenaline and artistry. Share your journey, tag your triumphs. #TLDFamily – where every ride is a masterpiece. (RideTLD #CreativeHorsepower)