Brand Tone

Authentic and Community-Centric, speaking

Brand Values

• •Durability & Performance
• •Protection & Longevity
• •Authenticity
• •Community
• •Innovation

Best Practices

• •Continue using authentic skater terminology and a casual, direct tone, avoiding overly corporate or marketing-heavy language.
• •Regularly reinforce the brand's origin story and its skater-owned and operated nature.
• •Focus on communicating the benefits of the products (e.g.,
• •Skate longer without the pain
• • instead of just features).
• •Prioritize user-generated content and team rider footage to show products in authentic, real-world situations.
• •Maintain personal customer service engagement, especially from the founder, to build loyalty and reinforce community values.

Social Perception

Perceived as a credible, high-quality, and trustworthy brand within the skateboarding community, delivering on promises of durability and impact protection. Viewed as a valuable investment and a genuine contributor to the skateboarding scene, fostering a loyal customer base.

Copy Examples

• •Stomp and Repeat. Big drops used to mean bruised heels and a short session. Our Do More Insoles absorb up to 90% of impact so you can keep the session going. Land it. Do it again. #XtendedWear #SkateInsoles #Skateboarding
• •Your Foundation for Better Skateboarding. Designed by skaters who were tired of the pain. The Do More insole combines our proprietary impact-absorbing foam with a comfort gel layer, giving you unmatched protection without killing your board feel. Stop letting heel bruises dictate your session. Skate longer, progress faster.
• •The Last Laces You'll Ever Need to Buy. Ripped laces are a session killer. Our F*** Ripped Laces are engineered to outlast your shoes, period. Pair them with our impact-proof insoles and spend more time on your board and less time fixing your gear. Shop the skater-owned solution.
• •Your feet deserve better. Here’s 15% off.
• •Less Impact, More Skateboarding. The #1 Choice for Session-Extending Insoles.