Brand Tone

Official & Authoritative, Supportive & Patriotic, Community-Oriented, Inspirational & Celebratory, Informative

Brand Values

• •Athlete First
• •Diversity & Inclusiveness
• •Integrity & Teamwork
• •Environmental Stewardship
• •Inspiration & Excellence

Best Practices

• •Embody "Athlete First": Frame product descriptions and promotional content around how they support and celebrate the athletes and their journey. Highlight the connection between purchases and athlete development.
• •Speak with Authority, but Remain Inclusive: As the official store, use clear, confident language. However, ensure the tone is welcoming to all members of the climbing community, from elite athletes to casual fans, reflecting the "Diversity & Inclusiveness" value.
• •Inspire Through Storytelling: Share brief snippets or themes of athlete dedication, national pride, and the excitement of competition in your copy. This aligns with the "Inspiration & Excellence" value.
• •Maintain Clarity and Transparency: Be straightforward about product details, especially given the print-on-demand nature and return policy. This builds trust and aligns with "Integrity."
• •Foster Community Connection: Use language that unites ("we," "our team," "your support") and encourages a sense of belonging among fans and the broader climbing community. Relate merchandise to the shared passion for climbing.

Social Perception

The USA Climbing Store is generally perceived as the legitimate place to buy official fan apparel and merchandise to support the national team. Customers are advised to order carefully due to the print-on-demand nature and final sale policy. USA Climbing (the organization) has a multifaceted perception: positive for supporting elite climbers and growing the sport, but mixed/critical regarding transparency, communication, and certain policies.

Copy Examples

• •Headline: Wear Your Pride. Support Team USA. Body: Shop the official USA Climbing Store for the latest team jerseys, fan apparel, and accessories. Every purchase directly supports our athletes on their journey to the top. Gear up and show the world your colors! Call to Action: Shop Now & Support Our Climbers
• •Headline: Straight from the Podium, To Your Wardrobe. Body: Inspired by the dedication and grit of America's best climbers? Get your official USA Climbing merchandise, from performance-minded tees to casual hoodies, and carry that champion spirit with you. Call to Action: Discover the Collection
• •Headline: More Than Merch: It's a Statement. Body: When you buy from the USA Climbing Store, you're joining a nationwide community that believes in the power of this incredible sport. Represent the values of dedication, perseverance, and teamwork. Call to Action: Join the Movement – Shop Gear
• •Headline: Official Gear for America's Climbing Fans. Body: From local crags to international stages, show your unwavering support for USA Climbing athletes. Our official store offers authentic apparel and accessories, designed for comfort and built to last – just like our climbers. Call to Action: Explore Fan Favorites
• •Headline: The Climb Connects Us. Body: Whether you're a seasoned climber, a passionate spectator, or new to the thrill of the sport, find your connection with Team USA. The USA Climbing Store is your source for authentic gear that celebrates our shared passion. Call to Action: Get Your Official Gear Today