Brand Tone

Passionate & Authentic, Edgy & Rebellious, Exclusive & In-the-Know, Direct & Unapologetic

Brand Values

• •Loyalty & Identity: Celebrating unwavering support for a football club and the collective identity of fan groups.
• •Passion: Highlighting the intense emotional connection fans have with their teams and fellow supporters.
• •Self-Expression & Individuality (within the group): Providing means for fans to express their affiliation and distinct style within the ultras/casuals subculture.
• •Tradition & Heritage: Referencing the long-standing traditions and aesthetics of football fan support.
• •Resilience & Defiance: Acknowledging and sometimes embracing the "against the grain" or anti-establishment sentiment often associated with ultras movements.

Best Practices

• •Know Your Audience Deeply: Continuously engage with and understand the language, symbols, and evolving sentiments of the ultras and football fan subcultures. Authenticity is paramount.
• •Be Consistent Across All Channels: Ensure that the passionate, edgy, and exclusive tone is maintained on the website, social media captions, product descriptions, and any customer communication.
• •Embrace Visual Storytelling: The ultras culture is highly visual (tifos, fashion). Use strong imagery and videos on platforms like Instagram that align with the brand's gritty and passionate aesthetic. Let visuals reinforce the tone of the copy.
• •Use Subculture-Specific Language Authentically: Incorporate slang, slogans, and references that are genuine to the fan culture, but avoid forcing it or using terms incorrectly, which can damage credibility.
• •Balance Edginess with Brand Responsibility: While the tone is rebellious, be mindful of not explicitly endorsing or glorifying illegal activities. Focus on the passion, loyalty, art, and community aspects of the culture. The "art" in Ultras-Art provides a good anchor for this.

Social Perception

Likely perceived positively by its target demographic—individuals who identify with or admire ultras, casuals, and dedicated football fan culture. Outside of this specific subculture, the perception might be neutral to wary.

Copy Examples

• •Unrivalled Passion. Unwavering Style. Our new [Product Name] Hoodie – Wear your colours, live the culture. Built for the terraces, designed for the dedicated. #UltrasArt #TerraceCulture #FootballPassion
• •More than just clothing. It's a statement. Ultras-Art: Dressing the most dedicated fans since 2009. We are the fabric of your support. #UltrasLife #FanCulture #Since2009
• •Away days or home stands, your passion is our inspiration. Tag us in your Ultras-Art gear using #UltrasArtOriginal for a chance to be featured. Show the world what true support looks like. #FootballFans #SupportYourLocal
• •For the chosen few. The [Limited Edition Item Name] – a nod to the icons of the stand. Strictly limited. Once it's gone, it's history. Own a piece of the legacy. #LimitedDrop #UltrasHeritage #Exclusive
• •Stand out. Stand proud. Wrap up in the spirit of the game with our classic [Scarf Name]. The ultimate symbol of your allegiance. Shop now and make some noise. #UltrasGear #FootballScarves #PassionAndPride