1.12BrandTone of voice
Voice principles
Four principles for everything we write, from a hangtag to a press release.
- 1
Be direct.
Say the useful thing first; save the context for after.
- 2
Be earned.
Don't claim a result the product hasn't actually delivered in testing.
- 3
Be human.
Write like a teammate, not like a spec sheet — even when the content is technical.
- 4
Respect the reader's time.
If a sentence isn't doing work, cut it.
In practice
Product detail
Before
Engineered with revolutionary cushioning technology for an unstoppable running experience.
After
Dual-density foam in the heel, tested to 500km before it loses more than 10% of its rebound.
Before
We are thrilled to announce our exciting new Spring collection has arrived — don't miss out on this amazing opportunity!
After
The Spring Trail Series is live. Four new colorways of the Trail Runner Pro, same fit.
Social
Before
GAME CHANGING gear for the ELITE athlete in YOU! Shop now and unleash your potential!
After
Ran it in the rain for a week. Still don't have a blister. Link in bio.