Brand Tone

aspirational, youthful, community-focused, energetic, engaging, informative, performance-oriented, modern, adventurous, conversational, interactive

Brand Values

• •Sustainability
• •Performance and Innovation
• •Community
• •Youth and Adventure
• •Inspiration and Global Culture

Best Practices

• •Always Lead with "Why": Start with the brand's core values. Whether it's sustainability ("Play with a conscience"), innovation ("Engineered for the modern game"), or community ("Join the #Y1Nation"), ensure the copy reflects the brand's purpose beyond just selling a product.
• •Balance Aspiration with Technical Detail: Use aspirational and energetic language ("Unleash your potential," "Reinvent The Game") for headlines and social media hooks. Follow up with clear, concise technical specifications (carbon percentage, bow type, weight) in product descriptions to build credibility with serious players.
• •Embrace the Community Voice: Use inclusive language like "we," "our," and "your team." Refer to your audience as the "#Y1Nation." Actively solicit and feature user-generated content and feedback in marketing materials to reinforce the sense of community ownership.
• •Tell the Story Behind the Product: Every product range has a theme (e.g., Africa, Paris). Weave this narrative into the product descriptions and marketing campaigns to create a richer, more engaging experience for the customer, connecting the product to a larger world of art and culture.
• •Maintain a Consistent Sustainability Message: Weave sustainability into all relevant communications, not just a dedicated webpage. A simple line in a product description like, "Crafted with 70% carbon and 100% commitment to the planet," reinforces this core value at every touchpoint.

Social Perception

Y1HockeyEU is generally perceived as a modern, innovative, and socially responsible brand within the hockey community. They are seen as a fresh alternative to more traditional hockey brands. Their commitment to sustainability is a well-recognized and respected aspect of their brand identity. The quality and performance of their sticks are frequently praised, with many players noting the blend of power and feel. They are also seen as a brand that genuinely cares about growing the sport and supporting players at all levels. However, some critical feedback exists regarding product durability, particularly for prototype sticks, and online discussion about their use of volunteers and unpaid internships. Overall, the perception is that of a premium, forward-thinking brand with a strong community connection, though not without some criticisms regarding their business practices and product consistency.

Copy Examples

• •Engineered for power, designed for the planet. The new YK-X series. Featuring 95% Swedish Carbon for unparalleled hitting speed and a core made from recycled materials. Because the only footprint you should leave is on the pitch. #ReinventTheGame #Y1Nation #SustainablePerformance
• •Your Team. Your Colours. Our Planet. Get your club kitted out for the new season with Y1 Custom Teamwear. High-performance, fully recycled fabrics designed to make your team stand out. Look the part, play the part. Get a free quote for your club today!
• •The Art of the Attack. Our 2025 Paris Range is here. Inspired by the streets, built for the win. Experience the perfect blend of dynamic control and artistic design. Shop the collection.
• •Be the First to Test Our Next Big Thing 🧪 Join the Y1 inner circle. We're releasing a limited run of our 'Project Alpha' prototype sticks exclusively for the #Y1Nation. Your feedback will shape the future. Ready to play a part?
• •Unbox. Play. Dominate. Repeat. #Y1Hockey #FieldHockey #HockeyLife