Brand Tone

Inspirational & Motivating, Technical & Performance-Oriented, Community-Focused & Inclusive, Authentic & Passionate, Confident & Leading

Brand Values

• •Performance
• •Innovation
• •Community
• •Sustainability
• •Comfort

Best Practices

• •Anchor to Core Values: Ensure all copy, whether for social media, product descriptions, or ads, reflects the core values of Performance, Innovation, Community, and Sustainability. Before publishing, ask: 'Does this sound like it came from a brand that truly believes in [Value X]?'
• •Speak the Athlete's Language (Authentically): Use terminology that resonates with triathletes, cyclists, and runners (e.g., 'PB,' 'brick session,' 'peloton,' 'drafting') but avoid overly jargonistic language that could alienate newcomers. The tone should be knowledgeable but also welcoming.
• •Inspire, Don't Just Sell: Focus on the 'why' behind the products – enabling athletes to achieve their goals, overcome challenges, and be part of a supportive community. Storytelling featuring real athletes can be very powerful.
• •Maintain a Balance of Technicality and Accessibility: While highlighting innovative features like Hypermesh™, explain the benefits in clear, relatable terms (e.g., 'stay cooler longer,' 'feels like a second skin'). Avoid overly dense technical explanations unless targeting a very niche, expert audience in specific contexts (like a detailed blog post).
• •Develop a Brand Voice Guide: Create an internal document that outlines the brand's tone characteristics (e.g., inspirational, technical yet clear, community-oriented, confident), provides examples of on-brand and off-brand copy, and lists preferred terminology. This ensures consistency across all team members and platforms.

Social Perception

High-Quality & Reliable, Effective in Heat & Humidity, Comfortable Fit, Good Value, Supportive of Athletes, Innovative, Trustworthy

Copy Examples

• •Instagram Post (Image: Athlete crossing a finish line in Purpose gear, looking strong): Engineered for your peak. Designed for the heat. Crafted for the community. Purpose Performance Wear isn't just apparel; it's your partner in every stride, pedal, and stroke. Unleash your potential. #TeamPurpose #PerformanceDriven #BeatTheHeat
• •Facebook Ad (Carousel showing different products – tri suit, cycling jersey, running shorts): Stop searching for an edge. Create it. Our Hypermesh™ technology offers unrivaled breathability and thermoregulation, so you can focus on what matters: your performance. From local sprints to world championships, Purpose is with you. Shop the collection and feel the difference.
• •Website Homepage Banner: MADE OF PURPOSE. World-class thermoregulation apparel born in the humidity, for athletes who demand more. Experience the Hypermesh™ advantage. [Shop Triathlon] [Shop Cycling] [Shop Running]
• •Email Marketing Subject Line: Don't Just Endure the Heat. Conquer It with Purpose. Body Snippet: Hi [Athlete Name], gear up for your toughest sessions with apparel that works as hard as you do. Our innovative fabrics are designed to keep you cool, comfortable, and performing at your best, no matter the conditions. Discover your new favorite kit...
• •Product Description Snippet (for a new Hypermesh™ Tri Suit): Introducing the Apex Tri Suit: where cutting-edge innovation meets race-day comfort. Crafted with our enhanced Hypermesh™ Pro fabric, the Apex offers superior moisture-wicking and aerodynamic efficiency. Feel the cooling effect as you push your limits, supported by a community that inspires greatness. #RaceWithPurpose