Product page
BeforeEngineered with revolutionary cushioning technology for an unstoppable running experience.
AfterDual-density foam in the heel, tested to 500 km before it loses more than 10% of its rebound.
Writing
Rewrites, words we never use, and the house style.
Before and after
The gear makes the case, not the adjectives. Each rewrite swaps a claim for a fact an athlete could check.
BeforeWe are thrilled to announce our exciting new Spring collection has arrived — don’t miss out!
AfterThe Spring Trail Series is live. Four new colours of the trail runner, same fit.
Social
BeforeGAME-CHANGING gear for the ELITE athlete in YOU! Unleash your potential!
AfterRan it in the rain for a week. Still no blisters. Link in bio.
Words we don’t use
Hype words promise what the product should prove. If one slips into a draft, replace it with the fact behind it.
- revolutionary
- game-changing
- unstoppable
- unleash
- elite
- amazing
- don’t miss out
- next-level
- world-class
- epic
House style
The small rules that make a hundred writers sound like one.
- Case
- Sentence case for headlines, buttons and labels. Capitals only for STRIDE and proper nouns
- Numbers
- Numerals always: 3 laps, 40 minutes, 500 km. A space before units
- Dates and times
- 30 September 2026 · 06:30. No ordinals, no a.m. or p.m.
- Punctuation
- Full stops on headlines that are sentences. No exclamation marks. Curly quotes
- Spelling
- British English: colour, centre, metres
- Athletes
- Name them only with permission, and describe what they did, not what they wore