Brand Tone

Motivational & Aspirational, Performance-Focused & Innovative, Determined & Gritty, Direct & Confident, Inclusive (Evolving)

Brand Values

• •Innovation
• •Performance
• •Resilience & Determination (The Will to Succeed)
• •Athlete Empowerment
• •Integrity & Teamwork (Stated Global Values)
• •Strength through Adversity

Best Practices

• •Develop a "Voice Chart": Clearly define the brand's personality traits (e.g., "Determined," "Innovative," "Supportive," "Unyielding") and provide examples of "do" and "don't" phrases for each. This ensures all writers are aligned.
• •Prioritize Action Verbs & Powerful Language: Use dynamic, energetic language that conveys strength, movement, and achievement. Avoid passive voice. Think "Unleash," "Conquer," "Drive," "Engineer," "Power."
• •Speak to the Athlete's Mindset: Connect with the dedication, sacrifice, and ambition of athletes. Use language that resonates with their internal drive and challenges. Focus on the "why" behind their efforts.
• •Highlight Innovation with Purpose: When mentioning technology, always tie it back to a tangible benefit for the athlete – how it helps them perform better, recover faster, or overcome obstacles.
• •Maintain Authenticity and Consistency: Ensure that the tone aligns with the brand's actions, athlete endorsements, and visual identity. Avoid hyperbole that can't be backed up by product performance or brand values. Regularly review content across all channels for consistency.

Social Perception

High-Performance & Quality, Innovative, Motivational, Premium Pricing, Strong Athlete Association, Customer Service & Product Durability, Shifting Focus

Copy Examples

• •Headline: UNLEASH EVERY OUNCE OF YOUR POTENTIAL. Body: Don't just train. Transform. Our latest HOVR™ cushioning absorbs impact and returns energy, propelling you further, faster. The only limit is the one you set yourself. #TheOnlyWayIsThrough
• •Headline: ENGINEERED FOR YOUR AMBITION. Body: Sweat, sacrifice, success. We get it. That’s why our RUSH™ infrared technology reflects your body’s energy, helping you work harder and recover smarter. Gear up and conquer your next challenge.
• •Headline: GRIT ISN'T GIVEN. IT'S EARNED. Body: When your will is stronger than the elements, you need gear that matches your intensity. Waterproof. Windproof. Workout-proof. Built for the toughest Kiwi conditions, and the toughest athletes.
• •Headline: MORE THAN GEAR. IT'S A COMMITMENT. Body: From the first prototype T-shirt to a global movement, our mission remains: to make you better. Every stitch, every fibre, every innovation is designed to power your performance. What will you achieve today?
• •Headline (Women-focused, inspired by Lisa Carrington/Sophie Pascoe campaign): DEFINING STRENGTH. ON HER TERMS. Body: For every wāhine toa pushing boundaries and rewriting records. Our collection is built to support your power, your passion, your journey. Feel strong. Be unstoppable.