Brand Tone

Authentic & Passionate, Community-Focused & Supportive, Knowledgeable & Helpful, Inclusive & Welcoming, Enthusiastic & Current

Brand Values

• •Community
• •Authenticity
• •Customer Service & Support
• •Quality Products
• •Passion for Skateboarding
• •Giving Back
• •Accessibility & Inclusivity

Best Practices

• •Use language that real skaters use. Share genuine enthusiasm for the products and the culture. Authenticity is key.
• •Frame messages around the collective "we" and "us." Highlight community events, local skaters, and how the shop supports the scene.
• •Offer advice, tips, and insights freely. Copy should aim to educate and assist, not just sell. This builds trust and reinforces the shop's expertise.
• •Reflect the latest trends, product releases, and news within the skateboarding world in your communications, showing the shop is in the know.
• •Ensure the language is welcoming to everyone, from beginners to pros, young to old. Avoid jargon that might alienate newcomers without explanation. Highlight that all are welcome in the "Underground" family.

Social Perception

Underground Skate Shop is highly regarded by its customers and the local community, has a positive reputation, is seen as a community hub, and is trustworthy & reliable.

Copy Examples

• •Headline: More Than a Shop. It's Your Scene. Body: Since 2010, Underground Skate Shop has been the heart of Jersey's skate culture. Run by skaters, for skaters. We've got the gear you need and the community you crave. Come hang, get expert advice, and roll with us. Call to Action: Visit Us In-Store or Online!
• •Headline: Fresh Decks, Wheels, & Kicks Dropping Daily. Body: Stay ahead of the game with the latest drops from Nike SB, Vans, Palace, and all your favorite brands. Our crew lives and breathes skateboarding – we’ll get you set up right, whether you're a seasoned pro or just starting out. Call to Action: Shop New Arrivals!
• •Headline: Built by the Community, For the Community. Body: We’re not just selling skate gear; we’re investing in our scene. From supporting local DIY spots to giving back through every hyped release, Underground is committed to keeping skate culture alive and thriving. Your support makes it happen. Call to Action: Learn About Our Community Efforts.
• •Headline: Your First Board? Your Next Pro Setup? We Got You. Body: Nervous about where to start? Need advice on dialing in your dream ride? Our team is here to help, no pressure. We offer real advice from real skaters because we’re passionate about getting you rolling with the best. Call to Action: Get Expert Advice Today!
• •Headline: The Real Deal Since 2010. Body: Forget the hype, find the authenticity. Underground Skate Shop is 100% skater-owned and operated. We stock what we skate and believe in fostering a true skateboarding community. From the rarest SBs to your everyday essentials, find it here. Call to Action: Explore Our Collection.