We all dream of being able to sprint like Bolt or swim like Phelps.

The reality might be different, but the idea sure does inspire us to get off our butts and into our trainers.

Many sports companies try to capture a similarly inspiring message.

Used to rouse, inspire and, of course, buy into the brand... here’s a few of the best examples of copywriting from fitness brands.

And for more on this topic, see:


Fitbit hones in on the idea that exercise is for everyone and anyone.

Placing its product in the context of everyday life, from the walk to work to dancing at a party, it aims to show that getting fit can fit into all kinds of lifestyles.

Using ‘your’ in its tagline might sound like a minute detail, but it serves to make the brand sound personal and entirely accessible to consumers.


Citing Nike in a list of copywriting examples is certainly nothing new, but it is undoubtedly one of the most motivational-sounding brands.

Instead of focusing on the product itself, Nike uses copy to capture a state of mind. 

Whatever its current campaign, the brand consistently uses words like ‘conquer’ and ‘unleash’ to empower the consumer, making everything else seem secondary to a positive mental attitude.

Focusing on the high-quality nature of the brand, it uses a similar tone in its more fashion-inspired ranges, showing that it is intent on being the best even outside of a sporting context.


Most sports brands try to sound as accessible as possible in order to target the widest audience.

Crossfit, on the other hand, speaks to a very specific type of person – one that is unafraid of some serious hard work.

Its copywriting evokes intensity, passion and the incredible perseverance required to complete a class.

In fact, to anyone who isn’t serious about exercise, it sounds downright terrifying. 

However, by promoting hard work instead of athletic ability, it instils confidence that anyone can rise to the challenge.


A brand inspired by yoga, Lululemon is geared around fitness as part of a healthy, happy and positive lifestyle.

As a result, its copy encourages consumers to breathe and re-focus.

While it’s occasionally in danger of heading into cheesy territory (I’m specifically thinking of its manifesto section here), I particularly like its use of unique product copy.

Reflecting the fact that its clothes are designed to be both functional and fashionable, it is deliberately understated and unfussy.


Gyms can be soulless places, but much like Gymbox, Equinox is a brand that’s intent on getting customers excited about exercise.

It focuses on the gym as an experience, using ‘we’ more often than ‘you’, and evokes the idea that transformation can be achieved through a collaboration with the brand and consumer.

Its social media presence is similarly motivational, littered with words like ‘commitment’, ‘potential’ and ‘champion’ to hammer home its message.

Under Armour

With its tagline of “It’s what you do in the dark that puts you in the light” – Under Armour tells the story of the underdog.

Instead of focusing on the final results, it promotes greatness as something that’s found in day-to-day hard graft. 

It is also a great example of a brand that embraces the unique and specific style of all sports, especially on social media.

Whether it’s talking about rugby or weightlifting, it manages to get fans from all walks of life engaged and inspired. 

Tough Mudder

How tough are you? This is the question that encapsulates Tough Mudder’s deliberately provocative tone of voice

From the simple ‘ready?’ call-to-action to the ‘Do good. Feel good’ tagline – it sounds like a mate that’s daring you to take up the challenge. 

Tough Mudder's copy is much like the experience itself, unrelenting and insistent, but with its focus on community and team-building, it is simultaneously empowering.

Finally, it is one of the few sports brands that uses a lighter and occasionally humorous approach. 

Here, it aims to give consumers even more incentive than the thought of crossing the finish line.

Nikki Gilliland

Published 6 September, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Comments (1)

Doug Nolan

Doug Nolan, Copywriter at The Word Department, brand and web copywriters

The funny thing is, if you put Nike's logo on most of these, would anyone know the difference? Nike really set the pace (pun unintentional) with their tone of voice. Now their competitor brands try to keep up though imitation, rather than authenticity. And that's a shame, because they're probably missing some apparently small but nevertheless hugely important fact about themselves that could set them apart. After all, they're not going to out-Nike Nike.

almost 2 years ago

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