Brand Tone

Enthusiastic & Passionate, Community-Focused, Direct & Informative, Approachable & Inclusive, Promotional

Brand Values

• •Passion for Sports & Fitness
• •Quality & Range
• •Customer Enablement
• •Community Connection
• •Reliability & Trust
• •Accessibility

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of the brand tone (enthusiastic, community-focused, informative), including preferred vocabulary, sentence structure, and a "do's and don'ts" list. Share this with anyone creating content.
• •Focus on "The Feeling": Consistently weave in the motivational and passionate aspect of sports. Use active language and words that evoke energy, achievement, and enjoyment, aligning with their "Chase the Feeling!" tagline.
• •Highlight Community and Inclusivity: Regularly create content that speaks to different levels of athletes and sports enthusiasts, from beginners and families to dedicated players. Showcase local sports stories or teamwear capabilities if applicable.
• •Be Clear, Concise, and Helpful: While enthusiastic, ensure that product information, promotional details, and calls to action are easy to understand. Provide genuine value and information, not just sales pitches.
• •Review and Align Across Channels: Regularly audit content across the website, social media, emails, and ads to ensure the tone is consistent. If multiple people are creating copy, have a central review process to maintain coherence with the established brand voice.

Social Perception

Established Retailer, Wide Product Selection, Mixed Customer Service Experience, Price Competitiveness, Online Convenience

Copy Examples

• •Headline: Gear Up, Game On! Your Season Starts at Sportsmans Warehouse. Body: From grassroots heroes to weekend warriors, find everything you need to chase that winning feeling. Shop the latest from top brands and get expert advice online. #ChaseTheFeeling
• •Headline: Fuel Your Passion. We've Got the Kit. Body: Whether you're hitting the gym, the field, or the great outdoors, Sportsmans Warehouse has the quality gear to support your journey. Explore our huge range and enjoy fast Australia-wide shipping!
• •Headline: Supporting Aussie Sports Communities Since 1983. Body: We're more than just a sports store; we're part of your team. Get your club, school, or team kitted out with our specialist teamwear service. Let's build active communities together!
• •Headline: Don't Just Play. Perform. Body: Unlock your potential with the right equipment. Sportsmans Warehouse brings you a massive selection of footwear, apparel, and gear designed to help you feel good and achieve your best. Shop smart, play hard!
• •Headline: Ready for Your Next Adventure? So Are We! Body: Your one-stop online shop for all things sport and fitness. Browse thousands of products, get inspired, and let us help you make every activity your best one yet. What are you waiting for?