Brand Tone

Community-Oriented & Friendly, Passionate & Enthusiastic, Professional & Quality-Focused, Innovative & Responsive, Lighthearted & Fun

Brand Values

• •Play Different®
• •Create Legendary Relationships
• •Be a Good Human
• •Enjoy the Ride
• •Sustainability
• •Quality & Durability
• •Community & Growth of the Sport

Best Practices

• •Embrace the "Be a Good Human" Philosophy: Ensure copy is inclusive, positive, and encouraging. Avoid overly aggressive or exclusionary language. Focus on the joy and community aspects of disc golf.
• •Highlight Innovation and Quality with Passion: When discussing product features, convey genuine enthusiasm for the design and materials. Explain *why* a feature is beneficial to the player's experience, tying it back to the "Play Different" value or improved comfort and performance.
• •Speak the Language of the Community (Authentically): Use terminology and references that resonate with disc golfers, but avoid forcing slang or sounding inauthentic. Share stories and experiences that players can relate to.
• •Maintain a Friendly and Approachable Voice: Even when being professional or technical, keep the tone conversational and welcoming. Use "we" and "you" to create a direct connection with the audience. The lightheartedness shown with brand elements like the CEO's dog can be subtly woven in.
• •Reinforce Core Values Subtly and Explicitly: Don't just list values; demonstrate them. If talking about a new recycled material, connect it to sustainability and caring for courses. If announcing a team member, tie it to "Creating Legendary Relationships." This builds a consistent narrative around what the brand stands for.

Social Perception

High-Quality Bags, Customer-Centric, Ethical & Community-Focused, Innovative, Reliable

Copy Examples

• •Carry lighter, throw farther, and feel good doing it. The Upper Park Shift isn't just a bag; it's your trusted companion for every round. Designed with insight from players like you, its central weight distribution and easy-access pockets mean you can focus on your game, not your gear. #PlayDifferent #UpperParkDiscGolf
• •More than just a game, disc golf is a community. Our 'Be a Good Human' mantra is woven into every bag we craft and every interaction we have. Join a brand that believes in kindness on and off the course. Grab your gear, share a smile, and let's grow this amazing sport together. #BeAGoodHuman #DiscGolfCommunity
• •Conquer any course with the Rebel. Engineered for maximum storage without sacrificing comfort, this bag is built with durable, recycled materials because we care about the game and the ground we play on. Pack everything you need, and then some. Adventure awaits. #UpperParkRebel #EnjoyTheRide
• •Fresh look, same legendary comfort! 🔥 Introducing the [New Product/Colorway Name]! We've listened to your feedback and poured our passion into creating something special. Be one of the first to rock this on the course. Limited stock available – tap to explore! #UpperParkNewRelease #PlayDifferent
• •What's the one disc golf tip that changed your game? Share your wisdom in the comments below! At Upper Park, we believe in learning from each other and celebrating every step of the journey. Let's make the game better for everyone. #DiscGolfTips #UpperParkFamily #CreateLegendaryRelationships