Brand Tone

Authoritative & Expert, Performance-Oriented & Ambitious, Passionate & Community-Focused, Direct & Confident

Brand Values

• •Heritage & Legacy
• •Innovation & Engineering Excellence
• •Performance & Aspiration
• •Quality & Craftsmanship
• •Commitment to Squash

Best Practices

• •Embrace the "Champion" Mindset: Write with confidence and authority, positioning the brand as a leader and a choice for serious, ambitious players. Use strong verbs and declarative statements.
• •Highlight Heritage with Performance: Consistently link the brand's rich history and association with Jahangir Khan to the current innovation and performance benefits of the products. It’s not just old, it’s proven and still evolving.
• •Speak the Language of Squash Enthusiasts: Use terminology and references that resonate with experienced squash players (e.g., "pinpoint control," "explosive power," "PSA World Tour," "sweetspot"), demonstrating a deep understanding of their needs and aspirations.
• •Focus on Aspiration and Potential: Frame product benefits in terms of how they help players achieve their best, improve their game, and gain maximum enjoyment and success on the court.
• •Maintain a Tone of Passionate Expertise: Convey a genuine love for the sport of squash. This can be through celebrating player achievements (both professional and amateur), discussing the intricacies of the game, or promoting the growth of the squash community. Ensure all claims are backed by the brand's specialist knowledge and engineering.

Social Perception

Respected by Serious Players, Value for Money (Often with Discounts), Growing Presence, Concerns about Consistency/Availability at times, Trusted for Specialization

Copy Examples

• •Headline: Engineered for Champions. Built for Your Victory. Body: For decades, UNSQUASHABLE has been the weapon of choice for legends like Jahangir Khan. We don't just make rackets; we forge instruments of dominance, meticulously designed for unparalleled power, precision, and the relentless pursuit of your best game. Step onto the court with a legacy of champions. Unleash your potential.
• •Headline: The Unfair Advantage? It’s in Your Hands. Body: Feel the difference innovation makes. Our TOUR-TEC PRO series, born from collaboration with today's PSA World Tour elite, delivers the pinpoint control and explosive power you need to command every rally. Don’t just play the game. Define it. Discover UNSQUASHABLE.
• •Headline: More Than a Racket. It's a Commitment. Body: Inspired by the spirit of Jahangir Khan – 555 consecutive wins – UNSQUASHABLE is dedicated to the heart of squash. Every fibre, every curve, every innovation is a testament to our passion for the world's most exhilarating sport and the players who live for it. Join the UNSQUASHABLE nation.
• •Headline: Stop Adapting to Your Racket. Start Dominating With It. Body: Tired of compromising? UNSQUASHABLE’s player-centric design philosophy means every racket is engineered to amplify your strengths. Experience the fusion of lightweight agility, tour-proven power, and the unmistakable feel of quality that helps you play UNSQUASHABLE.
• •Headline: The Next Generation of Squash Performance is Here. Body: From the legacy of Jahangir Khan to the hands of today's rising stars, UNSQUASHABLE leads with innovation. Our latest CarbonWeave™ technology offers a superior blend of stiffness for power and shock reduction for feel. Elevate your game. Shop the collection now.