Brand Tone

Aspirational, Technical, and Community-Oriented

Brand Values

• •Performance
• •Innovation
• •Heritage
• •Community

Best Practices

• •Lead with Performance, Support with Tech: Always start by highlighting the end benefit for the athlete (e.g., "go faster," "stay comfortable," "race with confidence"). Then, use the technical specifications (e.g., "aerodynamic fabric," "moisture-wicking," "UPF 50%") as the reasons to believe.
• •Embrace the "Ohana" Spirit: Consistently use community-centric language. Refer to customers and athletes as "Ohana" or "Team Zoot." Celebrate user-generated content and spotlight athlete stories to reinforce the sense of a supportive, inclusive family.
• •Anchor in Heritage: Regularly connect the brand back to its Kona roots and its history of innovation. This builds authenticity and differentiates Zoot from newer competitors. Mentioning its legacy in creating the first racesuit is a powerful proof point.
• •Maintain an Aspirational and Motivational Tone: Use active, powerful verbs and an encouraging voice. The copy should inspire athletes to push their limits and achieve their goals, positioning Zoot as their trusted partner on that journey.
• •Be Visually Driven: Ensure the copy complements the strong visual identity. Write captions and headlines that are concise and impactful, letting the high-quality photos and videos of athletes in action tell much of the story. The text should enhance the visual, not compete with it.

Social Perception

Premium, Trusted, and Athlete-Centric

Copy Examples

• •Engineered for your next breakthrough. The new Ultra Tri P1 Exos Racesuit is more than gear; it's your competitive edge. Featuring advanced aerodynamic fabric and a second-skin fit for ultimate comfort from swim to finish line. This is where your new personal best begins. #ZootSportsMY #TeamZoot #Triathlon
• •Race day is about more than the finish time. It's about the grit, the passion, and the 'Ohana' that supports you along the way. Huge congratulations to the entire #TeamZoot family who conquered the course this weekend! Your strength inspires us all. #ZootOhana #TriathlonCommunity #MalaysiaTriathlon
• •Born in Kona, 1983. For over 40 years, our home has been the heart of triathlon. We created the first racesuit because we believed athletes deserved better. That same spirit of innovation and dedication to performance drives everything we do today. We are Zoot. We are triathlon.
• •Your first triathlon is a promise you make to yourself. Fulfill it with gear you can trust. From our race-proven trisuit to our comfortable and stylish cycle wear, Zoot provides the performance you need to cross the finish line with confidence. Start your journey with us. #ZootSports #FirstTriathlon #SwimBikeRun
• •Don't just beat the clock—master the wind. The LTD Cycle Aero Jersey is meticulously crafted with SeamLink stitch construction to ensure next-to-skin comfort, minimizing chafing over long distances. The lightweight, moisture-wicking fabric keeps you cool and dry, while three back pockets provide ample storage for your nutrition. It’s performance, style, and comfort in one.