Brand Tone

Passionate, Engaging, Official, Authentic, Community-Focused, Inclusive, Proud, and Resilient

Brand Values

• •Authenticity: Providing official, high-quality merchandise for fans.
• •Connection & Community: Fostering a strong bond between the club, players, and supporters. The club actively supports local communities.
• •Pride & Identity: Enabling fans to showcase their support and connection to Wellington Phoenix. The tohu (symbol) gifted by Te Āti Awa is a significant feature on kits, representing local heritage.
• •Development & Excellence: Supporting New Zealand's football talent and striving for success on the field, which translates to merchandise desirability.
• •Fan Focus: Evident in seeking fan input for kit designs and providing customer service for merchandise.

Best Practices

• •Embrace the "Nix" Identity: Consistently use the team's widely adopted nickname "Nix" and associated fan chants or slogans (e.g., "Yellow Fever," "COYN") where appropriate to foster a sense of belonging.
• •Highlight Authenticity & Official Partnership: Clearly state that the merchandise is official and produced in partnership with Paladin Sports, emphasizing quality and genuine club apparel.
• •Connect with Fan Passion: Use evocative language that taps into the emotions of football – the excitement of match day, the pride in the team, and the sense of community among supporters.
• •Incorporate Community & Heritage: When relevant (especially for kit launches or special editions), weave in narratives about the Wellington region, local culture (like the Te Āti Awa tohu), and the club's role in the community.
• •Maintain Clarity and Simplicity for E-commerce: While the overall brand tone is passionate, ensure product descriptions and calls to action on the Hub website are clear, concise, and easy for users to understand and navigate, facilitating a smooth purchasing process. Product information should be factual and highlight key features.

Social Perception

Positive Association with Club, Valued by Fans, Appreciation for Design & Quality, Integral Part of Fan Experience

Copy Examples

• •Headline: Wear Your Colours: The Official Nix Kit Has Landed! Body: Feel the roar of the stadium, the pride of the capital. The new Wellington Phoenix official 2024/25 kit by Paladin is here. Crafted for comfort, designed for champions. Shop now and be part of the Yellow Fever! Call to Action: Get Your Gear
• •Headline: More Than a Jersey. It's a Statement. Body: From the heart of Te Whanganui-a-Tara to every corner of the globe where our fans cheer us on. Our latest collection embodies the spirit of the Nix. Authentic, resilient, and ready for anything. Call to Action: Discover the Collection
• •Headline: For the Future Nix Stars & the Lifelong Fans. Body: Kit out the whole whānau! From youth sizes to supporter classics, the Wellington Phoenix Hub has everything you need to show your unwavering support. Quality gear for every generation of fan. Call to Action: Shop Supporter Wear
• •Headline: Train Like a Pro. Support Like a Legend. Body: Hit the park or the stands in the official Wellington Phoenix training range. Engineered by Paladin for peak performance and ultimate comfort, just like the pros wear. Call to Action: Explore Training Gear
• •Headline: The Yellow & Black. Our City. Our Club. Body: Every stitch tells a story of passion, community, and the unbreakable spirit of Wellington Phoenix. Get your official merchandise today and carry the legacy forward. #Nix #COYN (Come On You Nix!) Call to Action: Visit the Hub