Brand Tone

Motivational, empowering, and aspirational. It is bold, direct, and often carries a sense of grit and determination, designed to inspire action, push limits, and awaken the "inner athlete" in everyone, selling a mindset of perseverance and achievement.

Brand Values

• •Innovation
• •Inspiration
• •Inclusivity
• •Authenticity and Distinctiveness
• •Performance
• •Community & Connection

Best Practices

• •Speak to the Aspiration, Not the Product: Focus on the feeling of achievement and the internal struggle of the athlete, selling empowerment.
• •Use Strong, Active, and Direct Language: Employ commands and short, powerful statements to create a bold and confident tone.
• •Embrace Universal Themes of Struggle and Triumph: Tell relatable stories of perseverance and overcoming obstacles.
• •Maintain a Consistent Voice Across All Channels: Ensure the underlying message of empowerment and determination is consistent across all platforms.
• •Be a Movement, Not Just a Brand: Frame messaging around a larger purpose of continuous self-improvement and expanding human potential.

Social Perception

Perceived as a powerful, leading-edge brand defining athletic culture, associated with innovation, quality, and style. This perception is complex, with praise for brave social stances alongside criticism for labor practices and controversies, leading to scrutiny and a reported decline in reputation score in 2024.

Copy Examples

• •YESTERDAY IS OVER. Your potential is not a memory. It’s a choice you make right now. What will it be? Shop the Future of Speed.
• •The voice that says 'it's too cold' is the same one that says 'it's too hard.' Don't listen. Your run is waiting. #JustDoIt
• •Engineered for the grind. This isn't just a shoe; it's a commitment. Built with our most responsive foam yet, it returns the energy you put in, rep after rep. Stop wishing. Start working.
• •Defeat is temporary. Giving up is permanent.
• •That goal you set? It's time to go get it.