Brand Tone

Patriotic and Proud, Performance-Oriented and Expert, Authentic and Community-Centric, Resilient and Inspiring, Quality-Driven

Brand Values

• •American Manufacturing & Patriotism
• •Quality and Innovation
• •Athlete Focus & Performance
• •Integrity and Fair Labor
• •Sustainability and Environmental Consciousness
• •Empowerment and Inspiration

Best Practices

• •Lead with 'Made in USA': Consistently integrate this core value into headlines, product descriptions, social media, and about sections. It’s a primary differentiator.
• •Emphasize Performance and Innovation: Clearly articulate how the technology and design of WSI products benefit the athlete, using strong, active verbs and specific fabric technology names.
• •Maintain an Authentic, Proud Voice: Write with confidence about American craftsmanship and the brand's heritage. Share stories of athletes or the manufacturing process to build connection.
• •Be Specific About Quality and Durability: Go beyond generic claims. Mention aspects like 'ultra-modern innovations,' 'high-tech materials,' and the rigorous conditions the gear is tested for.
• •Infuse Patriotism Naturally: Whether it's through direct statements, initiatives like the 'Freedom Collection' or 'USA Made Movement,' or visual cues, ensure the patriotic spirit feels genuine and integral to the brand's identity.

Social Perception

Positive Association with 'Made in USA', Reputation for Cold Weather Expertise, High-Quality Products, Supportive of Athletes and Teams, Niche Brand with Loyal Following, Growing Online Engagement

Copy Examples

• •Headline for a new cold-weather line: Engineered in Minnesota. Proven on the Field. American-Made Warmth That Outperforms Winter.
• •Social Media Post (Instagram/Facebook): Since 1990, every stitch, every seam, proudly crafted right here in Eagan, MN. We don't just make sportswear; we build American quality that fuels your ambition. #WSISports #MadeInUSA #AmericanMade #PerformanceGear #AthleteDriven
• •Product Description Snippet (for a base layer): Experience the WSI difference. Our innovative [Specific Fabric Tech, e.g., HEATR®] technology, born from American ingenuity, delivers unparalleled warmth and moisture-wicking comfort, so you can conquer any challenge. Designed, cut, and sewn in the USA.
• •About Us Excerpt for Website: More than just apparel, WSI is a commitment. A commitment to American manufacturing, to the athletes who demand the best, and to the enduring spirit of innovation. Join the WSI family and feel the difference quality, passion, and patriotism make.
• •Email Subject Line for a Promotion: Gear Up with WSI: USA-Made Performance, Built to Endure.