Brand Tone

Performance-Oriented & Empowering, Inclusive & Passionate, Modern & Clean, Community-Focused (emerging in ME)

Brand Values

• •Innovation
• •Empowerment
• •Authenticity & Integrity
• •Team First/Inclusivity
• •Passion for Sport
• •Quality & Performance

Best Practices

• •Prioritize "Empowerment": Every piece of copy should aim to make the customer feel capable and inspired to participate in sports and improve their performance. Use active language and focus on the benefits of the product in helping them achieve their goals.
• •Highlight Innovation with Clarity: When discussing technology or new features, explain them in terms of tangible benefits for the athlete (e.g., "lighter swing," "more control," "greater comfort") rather than just technical jargon.
• •Maintain Inclusivity: Address a broad range of athletes, from beginners to passionate enthusiasts. Avoid overly exclusive language that might alienate those newer to a sport. Emphasize the joy and community aspects of sports.
• •Infuse Passion for Sport: Let genuine enthusiasm for sports shine through. Connect with the emotional side of playing and competing.
• •Localize Authentically for the GCC Market: While maintaining the global Wilson identity, subtly tailor messaging to resonate with the Middle Eastern audience. This could involve acknowledging local sporting trends (like the rise of padel) or using visuals that are relatable to the region, while ensuring the core message of performance and empowerment remains consistent. Ensure offers like "FREE SHIPPING OVER AED 99" and "14 DAY RETURNS" to a local facility are clearly communicated.

Social Perception

Trusted & Established, Premium Quality, Innovative, Athlete-Centric, Growing Presence in the Middle East

Copy Examples

• •Unleash your potential on the padel court. Our new [Racket Name] combines cutting-edge innovation with a lightweight feel, empowering every shot. Ready to dominate the game? #WilsonPadel #LiveLikeAnAthlete #WilsonME
• •From the court to the course, equip your passion. Wilson delivers the performance and quality trusted by athletes worldwide, now at your fingertips in the Middle East. Explore the collection. [Shop Now Button]
• •Feel the difference, on and off the field. Wilson Sportswear is designed for your active life. Experience unparalleled comfort and style that empowers you to move. Discover the new season's look. #WilsonSportswear #GCCActive
• •Welcome to the Home of Athletes. Experience Wilson's legacy of innovation and find the gear that elevates your game. Our experts are here to help you live like an athlete. #WilsonDubai
• •Own the court. With the official ball of the NBA, Wilson brings professional-grade performance to every game in the GCC. It’s more than a ball, it’s a statement. #WilsonBasketball #NBAGameBall #PlayYourBest