Brand Tone

Technical and Professional

Brand Values

• •Innovation and Technology
• •Quality and Excellence
• •Performance
• •Authenticity

Best Practices

• •Prioritize Technical Benefits: Always lead with the "how" and "why." Instead of saying "Our shirts are comfortable," explain *why* they are: "Our seamless construction and moisture-wicking fibers create a chafe-free, comfortable experience."
• •Use Confident and Authoritative Language: Employ strong, declarative sentences. Words like "engineered," "proven," "superior," and "advanced" reinforce the brand's expert positioning.
• •Maintain Visual Consistency: Ensure all imagery aligns with the high-performance, professional tone. Use high-resolution photos of athletes in authentic sporting environments. Avoid casual selfies or lifestyle shots that dilute the performance message.
• •Leverage "Made in Italy": Consistently include this phrase as a stamp of quality and a key differentiator. It connects the brand to a legacy of high-end manufacturing.
• •Educate the Customer: Use content to explain the technology behind the products. This not only justifies the premium positioning but also builds trust and reinforces the brand's values of innovation and excellence.

Social Perception

UNDER SHIELD® is perceived as a specialized, high-quality brand for serious athletes and enthusiasts. Customers who purchase their products seem to do so based on technical specifications and the promise of superior performance. It is viewed as a reliable and effective choice for technical underwear. The brand is not positioned as a mainstream fashion label but rather as a functional gear provider. The emphasis on Italian manufacturing contributes positively to its image of quality.

Copy Examples

• •Engineered in Italy for Total Performance. The Ultimate Technical Base Layer for Your Skin.
• •Don't let the cold dictate your distance. Our Warm+ base layer, powered by Dryarn®, provides superior thermal insulation and unmatched breathability. Ride longer, stay warmer. 100% Made in Italy. #UnderShield #TechnicalSportswear #CyclingGear #MadeInItaly #Performance
• •Comfort on mile one is easy. Comfort on mile 500 is engineered. Our seamless, anti-bacterial undergarments are designed for the long haul, preventing chafing and managing moisture so you can focus on the road ahead. Discover the Italian difference.
• •Experience peak performance with the Hero short-sleeve crew neck. Constructed with our advanced Carbon Energized Fiber, this shirt actively regulates body temperature and wicks sweat away from the skin. Its seamless, ergonomic design moves with you, providing a second-skin fit without restriction. Your new personal best awaits.
• •UNDER SHIELD® Tech Explained: How Dryarn® Fiber Keeps You Performing at Your Best