Brand Tone

Passionate, Knowledgeable, Authentic, Community-Focused, Aspirational, Exclusive, Direct & Informative

Brand Values

• •Authenticity
• •Passion for Sneakers
• •Customer Satisfaction
• •Community Building
• •Preservation of Sneaker Culture
• •Expertise & Curation

Best Practices

• •Speak the Language of Sneakerheads: Use authentic terminology, cultural references, and an insider tone that resonates with enthusiasts (e.g., "grails," "deadstock," "OG," "colorway," "collab").
• •Emphasize Scarcity and Exclusivity: Highlight the rarity, limited nature, and high-demand status of the sneakers to reinforce their value and desirability.
• •Show, Don't Just Tell, Expertise: Back up claims with specific details about sneaker models, history, and collaborations. Share knowledge freely to build trust and authority.
• •Maintain a Passionate and Enthusiastic Voice: Let the genuine love for sneakers shine through in all communications. The "for sneaker freaks, by sneaker freaks" ethos should be palpable.
• •Prioritize Authenticity and Transparency: Consistently reiterate the commitment to selling genuine products and be clear about item condition (e.g., "deadstock," "vintage-wearable," "vintage-collectible"). This builds crucial trust, especially in a high-value resale market.

Social Perception

Highly Respected, Legitimate & Trustworthy, A "Grail" Destination, Influential in Sneaker Culture, International Appeal, Knowledgeable Staff, Pricey but Fair (for rare items)

Copy Examples

• •Instagram Post (New Arrival - Rare Jordan 1): Straight from the archives and onto our wall. The '85 [Specific Jordan 1 Model/Colorway] – a true piece of sneaker history. For those who know. DM to inquire. #WormTokyo #AirJordan1 #VintageKicks #SneakerGrail #HarajukuSneakers
• •Product Description (Website - sought-after Dunk): More than just a shoe, it's a statement. This [Specific Dunk Model & Year] is a testament to an era, a collaboration that defined a moment. Deadstock, verified authentic, and waiting to be the crown jewel of your collection. Only at Worm Tokyo. #WormTokyoAuthentic #RareDunks #Sneakerhead
• •Facebook Ad (Targeting Collectors): Your hunt ends here. Worm Tokyo curates the rarest, most coveted sneakers from around the globe. From OG Air Max to impossible-to-find collaborations, discover the piece your collection is missing. We ship worldwide. Link in bio. #WormTokyoGlobal #SneakerCollectors #AuthenticOnly
• •TikTok Video Teaser (Showcasing multiple rare shoes): 🤯 GRAILS ONLY! 🤯 Which pair are you copping? Tag a friend who needs to see this! 👇 #WormTokyo #SneakerHeaven #RareFinds #TokyoStreetwear #LimitedEdition
• •YouTube Video Title/Description Snippet (Staff pick): TITLE: Why the [Specific Sneaker Model] is a TRUE COLLECTOR'S ITEM | Worm Tokyo Deep Dive DESCRIPTION: Yonezi from Worm Tokyo breaks down the history, the hype, and the hidden details of the legendary [Specific Sneaker Model]. Ever wondered what makes it so special? We've got the answers. #WormTokyoExpert #SneakerCulture #IconicKicks