Tono de Marca

Passionate & Enthusiastic, Community-Focused & Inclusive, Authentic & Grassroots, Resilient & Gritty ("Detroit Hustle"), Bold & Defiant, Approachable & Fan-Centric, Witty & Sharp

Valores de Marca

• •Community
• •Passion for the City (Detroit Pride)
• •Passion for the Game
• •Inclusivity
• •Authenticity
• •Supporter-Driven
• •Resilience
• •Accessibility & Affordability
• •Integrity

Mejores Prácticas

• •Live by "Passion for Our City, Passion for the Game": Every piece of copy for the store should connect the merchandise back to this fundamental love for Detroit and soccer, reinforcing that a purchase supports this shared passion.
• •Speak the Supporter's Language: Authentically incorporate terms familiar to the fanbase ("Le Rouge," "City," "Northern Guard," "Keyworth," references to smoke, chants, and the unique matchday atmosphere).
• •Champion Community and Inclusivity: Consistently use welcoming, unifying language. Emphasize that DCFC and its merchandise are for everyone, reflecting the club’s commitment to being a diverse and supportive space.
• •Embody Detroit's Grit and Authenticity: The copy should feel genuine, bold, and spirited. Avoid overly polished or corporate jargon. The language should reflect the "built, not bought" ethos and the resilient character of the city.
• •Frame Merchandise as Identity and Belonging: Position apparel and accessories not merely as products, but as powerful symbols of identity, pride, and an individual's connection to the DCFC family and the broader Detroit community. It’s more than gear; it’s a declaration.

Percepción Social

More Than Just a Soccer Team, Intensely Loyal Fanbase, Grassroots Authenticity, A Welcoming and Inclusive Movement, Embodiment of Detroit's Spirit, The Store as a Tangible Connection

Ejemplos de Copy

• •Headline: Wear Your City. Bleed Rouge. Body: This isn't just a jersey. It's Detroit grit woven into every thread. It’s the echo of the Northern Guard, the spirit of our streets. Shop the new collection and carry the fire.
• •Headline: More Than A Kit. It's A Commitment. Body: Every scarf, every shirt, every piece of DCFC gear is a piece of our community. Built by supporters, for supporters. Gear up and show the world what Detroit is made of.
• •Headline: The Sound of the City. The Look of Le Rouge. Body: From the stands of Keyworth to the streets of Detroit, our colors unite us. Find your official DCFC apparel at the Detroit City FC Store and be part of the roar. All for Detroit.
• •Headline: Authentic Detroit. Undeniably DCFC. Body: No frills, all heart. Just like our city, our gear is made with passion and pride. Get your official Le Rouge merchandise and represent the real Detroit.
• •Headline: For Every Detroiter. For Every Fan. Body: Whether you're in the smoke with the Northern Guard or repping from afar, the Detroit City FC Store has your colors. This is our club, our city. This is for everyone.