Brand Tone

Zumba Wear: Energetic, Fun, Inclusive, Vibrant, Confident, Empowering, Playful, Community-Oriented. STRONG iD: Powerful, Intense, Motivating, Edgy, Determined, Performance-Focused, Confident.

Brand Values

• •Joy and Happiness
• •Inclusivity
• •Community
• •Self-Expression and Confidence
• •Empowerment
• •Functionality and Style
• •Motivation

Best Practices

• •Embrace Exuberance (Zumba Wear) & Intensity (STRONG iD): Use lively, positive, and action-oriented language for Zumba Wear. For STRONG iD, adopt a more direct, powerful, and motivating tone. Employ exclamation points and emojis judiciously to convey energy and fun for Zumba Wear.
• •Focus on 'Feelings': Connect the apparel to the emotional benefits – feeling good, confident, empowered, strong, happy. Use words that evoke these positive emotions.
• •Be Inclusive and Welcoming: Use language that speaks to a diverse audience, avoiding jargon that might alienate newcomers, while still resonating with seasoned enthusiasts. Highlight the community aspect.
• •Highlight Key Differentiators: For Zumba Wear, emphasize vibrant style, self-expression, and the joy of movement. For STRONG iD, focus on performance, durability for high-intensity training, and the feeling of strength.
• •Stay Authentic to the Movement: Ensure the copy reflects the core principles of Zumba and STRONG Nation workouts – fun, effectiveness, music-driven movement, and community. The apparel should be positioned as an extension and enhancement of these experiences.

Social Perception

Fun and Engaging, Stylish Apparel, Community Connection, Empowering. Areas of concern: Price Point, Quality/Durability, Sizing Consistency, STRONG iD Recognition

Copy Examples

• •Unleash your brightest moves! 🌈 Our new collection is here to paint your workout with joy. Feel the rhythm, feel the fun, feel GOOD! #ZumbaWear #MadeToMakeYouFeelGood
• •Conquer every burpee. Crush every lunge. Our STRONG iD gear is built to match your intensity. Feel the power. Own the workout. #STRONGiD #FeelThePowerOfYou
• •From studio to street, wear your confidence OUT LOUD! Join the global party in gear that’s as vibrant and unique as you are. Tag your Zumba squad! #ZumbaCommunity #StepIntoHappy
• •Engineered for your toughest sessions. STRONG iD apparel moves with you, supports you, and powers you through to the final rep. No limits. Just strength. #TrainToTheBeat #STRONGNation
• •Style that moves you, quality that keeps up. Whether you're dancing with joy in Zumba Wear or pushing your limits in STRONG iD, experience activewear designed to make you shine. ✨ #ZumbaWear #STRONGiD #FitnessFashion