Tone of voice
Say the useful thing first, like a good coach.
Purpose and ambition
The voice comes from what STRIDE is for.
- Purpose
- We make gear that disappears the moment the race starts.
- Ambition
- To be the brand athletes trust at minute forty.
Four principles
STRIDE sounds like a good coach.
- DirectWe say the useful thing first.
- EarnedWe only claim what we tested.
- HumanWe talk to one athlete, not a crowd.
- BriefWe cut until it hurts.
Tips
Four rewrites that cover most of what goes wrong.
Lead with the fact.
“Tested to 500 km.” instead of “Our revolutionary cushioning.”
Use the active voice.
“We stitch every seam twice.” instead of “Every seam is stitched twice.”
Address the athlete directly.
“You’ll feel it at minute forty.” instead of “Athletes will feel it at minute forty.”
Use inclusive language.
“Hi everyone” instead of “Hi guys”
- Words we avoid: revolutionary, game-changing, unstoppable, unleash, elite, amazing.
- Exclamation marks: one per campaign, if it earns it.