Brand Tone

Inspiring and Aspirational, Passionate and Enthusiastic, Community-Focused and Supportive, Authoritative and Knowledgeable, Modern and Innovative

Brand Values

• •Passion for Sports
• •Commitment to Customers
• •Excellence and Quality
• •Inspiring an Active Lifestyle
• •Legacy and Trust
• •Innovation
• •Community Building

Best Practices

• •Emphasize "You" and "Your Journey": Focus the narrative on the customer's goals, challenges, and achievements, positioning Toby's Sports as their supportive partner (e.g., "Your journey," "Help you succeed").
• •Use Inspiring and Action-Oriented Language: Incorporate words that motivate and encourage, such as "unleash," "champion," "greatness," "achieve," "commit," "discover." Reflect the "It Starts Here" and "We Got This" campaign ethos.
• •Inject Passion and Enthusiasm: Let the genuine love for sports shine through. Use energetic verbs and positive adjectives. Share stories of athletes or the brand's own journey with excitement.
• •Maintain a Supportive and Inclusive Voice: Ensure the language is welcoming to athletes of all levels, from beginners to professionals. Highlight the community aspect and the idea that Toby's is there for everyone.
• •Showcase Expertise with Approachability: While highlighting knowledge of products and sports, maintain a friendly, helpful, and accessible tone, avoiding overly technical jargon unless clearly explained. Position staff as "teammates" or "enthusiasts."

Social Perception

Trusted Authority, Household Name, Supporter of Filipino Athletes, Community-Oriented, Adaptable and Modern

Copy Examples

• •Headline: Your Journey to Greatness Starts Here. Body: Whether you're taking your first step or chasing a new personal best, Toby's Sports has the gear and the heart to back your ambition. For over 45 years, we've been fueling Filipino champions. What's your next goal? #TobysSports #ItStartsHere
• •Headline: More Than a Store, We're Your Teammate. Body: At Toby's Sports, our passion for the game matches yours. Our expert team is here to guide you to the perfect equipment, so you can focus on what you do best: playing with all your heart. Got a question? We’re ready to help! #WeGotThis #TobysTeammate
• •Headline: Unleash Your Inner Champion. Body: Every Filipino has a champion within. We provide the tools, you bring the dedication. From the court to the field, the track to the gym, Toby's Sports is with you every step, every leap, every victory. #FilipinoChampion #TobysInspires
• •Headline: Gear Up, Get Going, Give It Your All. Body: The latest innovations, the trusted classics, and the passion that started it all in 1978. Toby's Sports offers the widest selection to fuel your active lifestyle. What are you training for today? #PassionForSport #TobysGear
• •Headline: Building a Nation of Champions, One Athlete at a Time. Body: We believe in the power of sport to change lives. That’s why Toby's Sports is committed to supporting Filipino athletes and promoting a healthy, active lifestyle for everyone. Join our community and let's move together! #TobysCommunity #ActivePinoy