Brand Tone

Passionate, Authentic, Edgy & Expressive, Community-Oriented (for retail), Approachable & Inclusive (for apparel), Informative & Expert (for retail)

Brand Values

• •Individuality & Self-Expression: Providing apparel that allows hockey players to showcase their personality and love for the game in a unique way.
• •Passion for Hockey: A deep-rooted love for the sport is the driving force behind the brand.
• •Authenticity: Designs rooted in real experiences and subcultures.
• •Bridging Subcultures: Connecting the worlds of hockey with skateboarding, punk, and metal aesthetics.
• •Quality & Style: Offering cool designs that stand out.
• •Customer Service & Expertise (Retail Focus): Commitment to providing excellent service and knowledgeable advice.

Best Practices

• •Know Your Core Audience (for apparel): Continuously speak to the adult recreational player who appreciates authenticity, individuality, and a nod to subcultures like punk, metal, and skateboarding. Use language and references that resonate with them.
• •Embrace the Edge, But Stay Rooted in Hockey: While the style is inspired by other scenes, ensure the love for hockey remains central. The 'edge' should enhance the hockey passion, not overshadow it.
• •Authenticity is Key: Share the 'why' behind the brand – the founder's story, the inspiration from real experiences. This builds connection and trust. Avoid corporate jargon; keep it real and relatable.
• •Differentiate (Subtly) Between Retail and Apparel When Necessary: While the brand is unifying, ensure clarity. If promoting a Bauer skate sale (retail), the tone might be more straightforward and informative. If promoting a new VICTOR Hockey apparel drop, lean into the edgier, more expressive tone. The website does this by having distinct product categories.
• •Visual and Verbal Consistency: Ensure the edgy, authentic tone of the apparel line is reflected not just in words, but in the imagery used on social media and the website, particularly for apparel promotions. The TikTok channel is a good platform for this.

Social Perception

Retailer (St. Louis & Phoenix): Likely perceived as a knowledgeable and established local source for hockey and lacrosse equipment, catering to a broad range of players. Their social media reflects this with product information and community support. Apparel Brand: This facet is newer and likely building its perception. It's positioned as a 'cool' alternative in the hockey apparel market, especially for adult recreational players who resonate with an edgier, subculture-infused style. The 'Beer League Tribune' article portrays it positively as filling a niche. The TikTok presence aims to build this image. There's a potential for slight brand confusion if customers aren't aware of the distinct apparel line versus the general retail operation, but the 'Beginnings' blog post on their main website helps bridge this.

Copy Examples

• •Headline: Not Just Another Logo Tee. This Is Your Game. Your Style. Body: Tired of the same old barn-burners when it comes to hockey threads? VICTOR Hockey brings the grit, the passion, and a touch of rebellion to your look. For those who live the hockey life, on and off the ice. #VictorHockey #StartLivingHockey #HockeyApparelRebellion
• •Headline: From the Pond to the Punk Scene: Wear Your Hockey Heart On Your Sleeve. Body: We grew up on slap shots and skateboards, power plays and punk rock. VICTOR Hockey apparel is for those who get it. Unique designs that scream your love for the game, louder than a goal horn. Shop the new collection. #HockeyCulture #BeerLeagueStyle #VictorThreads
• •Headline: Ditch the Bland. Unleash the Victor. Body: Your passion for hockey isn't boring, so why should your apparel be? VICTOR Hockey: For the players, the grinders, the style-setters. Gear up with threads that match your fire. #HockeyLife #EdgyHockeyFits #ExpressYourGame
• •Headline: More Than A Brand. It's A Statement. Body: VICTOR Hockey was born from a need for something different. Something real. Apparel that speaks to the soul of hockey, inspired by the energy of the underground. This isn't just clothing; it's identity. Find yours. #AuthenticHockey #SkatePunkHockey #MetalHeadsOnIce
• •Headline: Beer League Glory. Major League Style. Body: You don't need an NHL contract to look damn good representing the sport you love. VICTOR Hockey crafts apparel for the everyday warrior, the beer league hero, the die-hard fan. Stand out from the crowd. #VictorHockeyStyle #HockeyFashion #NotYourAverageTee