Our Brand

Our brand voice defines who we are in the mind of our customer.

How we communicate with our customers during every step of their journeys shapes how they see, feel about and interact with our brand—from the fit bench to training groups to our social media accounts. By using one strong brand voice on social media, we create a consistent and powerful customer journey that brings people into—and keeps people in—the Fleet Feet community.

Our digital voice and tone should mirror the in-store experience.

Engage, guide and help customers on our digital platforms in the same voice that we would use if they were to walk into the store and speak with us in person. Be sensitive to current rules and safety regulations.

What is our voice?

Our brand voice is energetic, authentic and passionate. We speak with clarity and brevity. It’s polished and professional, yet approachable and easy to understand. We encourage customers to set, commit to, and reach for their goals, as we offer expert advice and solutions along the way. Our customers should feel seen, heard, supported, and valued, whether they are just getting started on their running journey, or finding us after decades of running experience.

We know a lot about running (we’re experts in running), but we’re not know-it-alls. We’re here to help. We’re runners who also sell running shoes. And we’re coaches, too. We're the friend who helps them through a workout, yells words of encouragement, coaches them along the way, then celebrates the success once it's over.

Run Together.

Our brand voice starts and ends with this simple call to action.

Come run with us.

While this may differ from place to place, in how we are able to gather and physically meet, the sentiment and support in the journey remains the same. Our mission is to inspire the runner in everyone, and this statement offers a clear invitation to take the first step. It draws people into our stores and our training programs, while also fostering a sense of inclusion and community. It positions us as an always-willing running partner and coach who sees teamwork as an important way to cross the finish line. This may not always be physically together, or in-store, but the sentiment remains true. We are here to support all customers in whatever in-person, distant and virtual way that we can.