Brand Tone

Professional & Authoritative, Passionate & Enthusiastic, Performance-Oriented, Innovative, Community-Focused

Brand Values

• •Quality & Excellence
• •Heritage & Tradition
• •Innovation & Progress
• •Passion for Sport
• •Performance
• •Partnership

Best Practices

• •Anchor in Heritage, Aim for the Future: Always acknowledge JOOLA's rich history and expertise in table tennis, but frame messaging with a forward-looking perspective, highlighting innovation and evolution (e.g., new materials, pickleball).
• •Speak the Language of Performance: Use strong verbs and specific, benefit-driven language that resonates with athletes focused on improving their game. Highlight how products contribute to better spin, speed, control, or overall playability.
• •Balance Professionalism with Passion: Maintain an authoritative voice regarding product technology and expertise, but infuse it with genuine enthusiasm for table tennis and the community around it. Avoid overly technical jargon where a simpler, more passionate explanation would suffice for a broader audience.
• •Be Inclusive of All Player Levels (while aspiring to the best): While JOOLA sponsors top professionals, ensure the copy also speaks to club players, enthusiasts, and even beginners, making them feel part of the JOOLA family and capable of benefiting from its quality.
• •Show, Don't Just Tell, Through Stories: Utilize testimonials, player spotlights, and behind-the-scenes content to illustrate the brand's values and product effectiveness, rather than just stating them. Let the achievements and passion of JOOLA users do some of the talking.

Social Perception

JOOLA is widely perceived as a legacy brand in the table tennis world, trusted for its quality and expertise. It is seen as reliable and a staple for both serious players and clubs. The association with professional athletes and major tournaments lends it an air of prestige and high performance. There's a general positive sentiment regarding product durability and playability. The move into pickleball is seen by some as a smart, adaptive strategy, while table tennis purists continue to associate JOOLA primarily with their core sport. Customers appreciate the breadth of the product range, catering to different skill levels and needs.

Copy Examples

• •Engineered for Champions. Perfected over 70 Years. Experience the JOOLA Dynaryz AGR.
• •From local club heroes to Olympic champions, the passion for the game unites us. What JOOLA gear is powering your passion today? #JOOLA #TableTennis #PassionForSport
• •For over seven decades, JOOLA has been at the forefront of table tennis innovation. We don't just make equipment; we craft the tools that help players push boundaries and redefine their best. Your game is our legacy.
• •The Next Rally Awaits: Discover JOOLA's Game-Changing Pickleball Paddles!
• •Feel the perfect balance of speed and control. The JOOLA Vyzaryz Trinity blade, meticulously crafted with cutting-edge X3 bonding, delivers the precision and power your evolving game demands. Elevate every shot.