Product detail
Before: Engineered with revolutionary cushioning technology for an unstoppable running experience.
After: Dual-density foam in the heel, tested to 500 km before it loses more than 10% of its rebound.
STRIDE writes the way a good coach talks: direct, specific and free of filler.
The pillars
Our voice is direct, 1earned, 2human, 3& brief4
Say the useful thing first; save the context for after. If the reader stopped after one sentence, they should still know what to do.
“Sizes run small. Go one up.”
Before and after
The same message, rewritten by the rules
We avoid hype adjectives because the gear should make that case, not the copy. Each rewrite below swaps a claim for a fact.
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 colourways of the trail runner, 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.
Words we avoid
If it sounds like an ad, rewrite it
These words promise instead of prove. None of them is banned outright, but each one has to earn its place, and it almost never does.
- revolutionary
- game-changing
- unstoppable
- unleash
- elite
- amazing
- don’t miss out
- next-level
So wherever we’re speaking, we always sound like STRIDE
Campaign headline: three verbs, no adjectives. The line sits in open sky, clear of the athlete; the photo carries the emotion.