Brand Tone

Enthusiastic & Energetic, Communal & Inclusive, Relatable & Authentic, Casual & Approachable, Playful & Humorous (especially on TikTok)

Brand Values

• •Community
• •Active Lifestyle
• •Inclusivity
• •Fun & Enjoyment
• •School/Campus Spirit
• •Giving Back

Best Practices

• •Embrace 'We' and 'You' (Plural): Consistently use inclusive language like 'we,' 'us,' 'our community,' and 'fellow members' to reinforce the club atmosphere. Address the audience as part of this collective ('You're part of the LUG Nation').
• •Keep it Energetic and Positive: Use exclamation points judiciously but effectively. Opt for active voice and vibrant verbs. Focus on the fun, excitement, and positive outcomes of being active and part of the community.
• •Incorporate User-Generated Content (UGC) Language: Mirror the authentic, casual language seen in your community's posts and comments. Ask questions, use popular slang (appropriately), and reflect their enthusiasm.
• •Highlight Shared Experiences & Values: Connect product features to the experiences LUG facilitates – e.g., 'Perfect for those early morning practices,' or 'Rep your campus pride.' Weave in the values of teamwork, fun, and community.
• •Stay Platform-Appropriate but Brand-Consistent: While the core tone (communal, energetic, authentic) remains, adapt the delivery for each platform. TikTok can be more humorous and trend-driven, Instagram more visually aspirational and community-showcasing, and website copy slightly more descriptive but still casual. The underlying voice should always be recognizably LUG.

Social Perception

Positive & Engaging, Community-Focused, Authentic, Youth-Oriented, More than just apparel: It's perceived as a lifestyle brand intrinsically linked to the LUG Sports experience.

Copy Examples

• •❄️ Cold days, warm vibes! 🔥 Our new Clubhouse Hoodie just dropped, and it’s your new go-to for campus missions, rink-side cheers, or just chilling with the crew. Who’s snagging one first? 👇 #LUGLife #AthleticClub #NewDrop
• •Think you’ve got what it takes to nail the #LUGTrickShot challenge? 😉 Grab your gear, show us your skills, and tag us! Best one gets featured + LUG loot! 🏆 #LUGSports #CampusLife #ChallengeAccepted
• •Game day, gym day, any day – our Performance Tee is built to keep up. Lightweight, breathable, and repping your LUG spirit. Ready to own your active? Add this essential to your lineup. #LUGPerformance #MadeToMove
• •🎉 Score BIG! Your LUG Faves are Now on Sale! 🎉 *(Email Body Snippet):* Hey LUG Member! Ready to upgrade your kit? For a limited time, grab your favorite Athletic Club gear at prices you won’t want to miss. Don’t just play the part, look it too! Shop now before it’s all gone!
• •Next LUG design – what are we feeling? 🤔 VOTE NOW! A) Vintage Hockey Inspired B) Minimalist Campus Crest *(Followed by a poll sticker and user engagement)*