Chapter

Brand

Where STRIDE comes from, what it stands for, and how it sounds.

In this chapter

One team, one standard, every start line. This chapter sets out what STRIDE stands for and how we show it — use it whenever you write, design or build something that carries our name.

When a jersey, a checkout page and a race-day post all feel like they came from the same coach, athletes stop wondering who we are and start trusting what we make.

Start with The garage years

Brand story

1.1The garage yearsA coach, a converted garage and a dozen jerseys at a time.
1.2Podium proofThree athletes, one podium, and nobody asked them to say it.
1.3The next milePerformance and responsibility, without the trade-off.

Brand platform

1.4Why we do itGear should disappear the moment the race starts.
1.5How we do itPrototype, hand it to athletes, fix what they complain about.
1.6Who we do it forPeople already in the middle of becoming athletes.
1.7What we doOnly what we can test in competition gets the logo.

Brand personality

1.8Brand personalityDisciplined, direct and quietly confident.
1.9Brand characterThe athlete-coach: practical, a little blunt, invested in you.
1.10Our manifestoFive lines for when nobody is checking.

Tone of voice

1.11Tone of voiceWrite the way a good coach talks.
1.12Voice principlesFour principles, each with a line that shows it.