WOO Brand Book v2 by WOO Sports

2014 WOO BRAND BOOK

TABLE OF CONTENTS

2014 WOO BRAND BOOK

OUR STORY

OUR NAME

BRAND OVERVIEW

BRAND VISION

BRAND MISSION

BRAND POSITION

MESSAGE STRATEGY

BRAND PERSONALITY

THE WOO MINDSET

TONE OF VOICE

DIFFERETIATORS

WOO PRODUCTS ARE

WOO + COMMUNITY

OUR STORY ‘I bet I can jump higher than you.’ It’s that simple. A friendly competition between friends is poised to change the face of action sports. When WOO founders, Leo, Johnny and Ytzen realized they couldn’t accurately judge the highest jump while kiteboarding, and that no existing technology could possibly settle their bet (and reward the beers at stake), they did what any rational group of guys would do - they quit their jobs, abandoned their careers, and committed to building the gadget no one else could.

WOO YOU THIS IS BIG

Driven by passion and fueled by fun, the team at WOO has created the ﬁrst ever on-board motion sensor for action sports. How high? How much hangtime? How many flips, turns, and spins? WOO captures the data behind the rush - it’s a revolutionary device that stores your stoke. ...And forever answers the question with a resounding ‘I jumped higher.’

OUR NAME Yehaaaa! Hell YEAH! WOO! When you're locked in and ripping, it's impossible to avoid. You invariably yelp out a hoot here, a holler there. We know that uncontrollable joy that riding brings, and at WOO, we embody it in everything we do. Whether you're a customer, an ambassador, or an employee, WOO is at your side, pushing you to go bigger, prodding you to have more fun, and boosting your stoke until you can't help but scream WOO!

BRAND OVERVIEW

BRAND VISION

Action + Technology + Passion

WOO sensor devices and software create the foundation for a global action sports community - driven by data and connected by sharable stoke.

It is impossible to describe the rush of a huge air, a deep barrel, or a new trick — the clarity of ripping down a mountain, a wave or a ramp at full speed. Flow is a concept thrown around by everyone from psychologists to stoners, and though no one describes it the same way, we all know how it feels. It feels fucking awesome and with WOO we can ﬁnally measure it.

BRAND MISSION To improve individual performance, in-person and global competition, and

Completely waterproof and the size of a USB stick, WOO tracks anything an

community and sharing in all boardsports.

action sport athlete can dole out. Jumps, spins, flips, crashes and acceleration are all recorded. WOO syncs wirelessly to sport-speciﬁc iPhone apps offering immediate feedback on each and every session. Improve, compete, or just enjoy the satisfaction of screaming WOO and knowing it’s listening all the time. Unlike your dipshit friends who forget to look or tell you they went twice as high and it was always better the day you had to work...

BRAND POSITION WOO ampliﬁes the intersection between performance and community. Today for kiteboarding, tomorrow for all of action sports.

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PERFORMANCE

COMMUNITY

MESSAGE STRATEGY WHO ARE YOU TALKING TO? Action sport athletes don’t just participate, they live, breathe and bleed the lifestyle. Whether it is surﬁng, kiteboarding, skateboarding, freeskiing or snowboarding, these individuals don’t dabble, they dive in headﬁrst, and they dive deep. Action sports are every second of every day, even if they’re not out having fun, these individuals are thinking about it, visualizing it, dreaming it — from pre-teen to middle-age (and beyond) WOO offers a whole new way to augment the action sports lifestyle.

WHAT’S YOUR POINT? WOO folds technology into the action sports lifestyle through an on-board

WHY SHOULD I CARE? You care because this is all you think about. Your sport is your life. You drop everything if there’s wind. You won’t shut up about the waves you scored pre-dawn. You can’t stop checking out those pictures from last week’s trip. WOO is the missing layer to your action sports lifestyle. Instead of fumbling with ‘how’ it felt you can now relive exactly ‘what’ it was. You can share your session, you can compete, you can compare, you can improve, and you can talk shit. WOO captures the data behind the rush - it’s a revolutionary device that stores your stoke.

HOW DO YOU WANT ME TO FEEL?

motion sensor device. Jumps, spins, flips, distance, speed, and acceleration are

WOO extends the session — it enhances the conversation, it superpowers your

all precision-recorded for every session. Data provides an entirely new layer of

progression. With our new product and platform, we want you to feel invigorat-

interaction for these alternative sports. Friends can now geek out post-session

ed and empowered with newfound insight to what is actually happening as you

and compare performance; broadcasters can generate incredible (and accu-

and your friends ride. We want you to be motivated to push new boundaries via

rate) on-screen graphics during an event; ofﬁcials can more accurately judge

new tricks, new forms of competition or just by simply gaining a new level of

competitions, and athletes on opposite sides of the globe can compete. Just

self awareness, action sport style.

as with GPS, then GoPro, and now WOO, transformative technology adds yet another level of shareability and fun...Now with the math to back it up.

WHAT DO YOU WANT ME TO DO?

WHY SHOULD I BELIEVE YOU? First — because we’re you. The founders and entire team at WOO live this lifestyle, day in, day out. The company was founded to settle a bet on who

BOOST HIGHER, SPIN MORE, SAY WOO!

could jump highest — if that doesn’t scream authenticity, what does? In addition to being fun junkies, WOO is truly a collection of next-level professionals — we have brought together the best product, software, and engineering talent and have partnered with the best brands in the action sports industry to insure that the product we create is as bullet-proof and performance-driven as you are.

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BRAND PERSONALITY AUTHENTIC We created this product so we could use it. We are genuine, the real deal, and our story compels memorable experiences within our community.

THE WOO MINDSET Influencers who are chilled out and like to put their feet up. They laugh at themselves and others in their large group of friends. Sexy travelers who are adventurous.

PASSIONATE We are driven by our passion for action sports. We are fueled by the rush of a

Tech savvy, social media natives with loads of conﬁdence who like to brag.

huge air, a deep barrel, or a new trick.

Love to party and watch the sunrise.

FREEDOM

Authentic and always striving for a holistically balanced lifestyle.

We value Individual expression as action sport athletes and as entrepreneurs. We celebrate unique personalities, passions and perspectives.

ADVENTUROUS

FUN

LIFE

HAPPINESS - EXCITEMENT - JOY

ADVENTURE - TRAVEL - FREEDOM

FLOW

PASSION

MINDFUL - AUTHENTIC - SPIRITUAL

EMOTION - FEELING - SENSATION

ADRENALINE

COMMUNITY

EXHILARATION - THRILL - MOTIVATE

GIVING BACK - CONNECTION - FRIENDS

We are active, ﬁt, and healthy. Kiting, surﬁng, hiking, skating, yoga and beyond — if it is fun and healthy, we are game.

SELF IMPROVEMENT We are committed to improve ourselves and achieve our personal best in all aspects of our lives.

SPIRITED We don’t take ourselves too seriously. We like to have fun and fuck around!

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TONE OF VOICE The WOO tone of voice is energetic, conversational and authentic. It’s the way two buddies would speak to each other after a kiteboarding session, chilling on the beach. We keep things simple with limited technical jargon. We are professional, but not pretentious.

DIFFERENTIATORS Product designed specifically for action sports Allows action sports athletes and participants to connect and interact on a global platform - gamifies action sports Iconic design that seamlessly fits into lifestyle and activity of a traveling kiteboarder Creates a standard of measurement for action sports for the first time Capable of withstanding extreme elements with its durability

WOO PRODUCTS BUILT FOR ADVENTURE WOO sensor devices are small and rugged — designed to ﬁt within an adventure-driven lifestyle.

USED BY THE BEST WOO products are used by the top pros as well as local action sports leaders. These endorsements combined with strategic partnerships between WOO and top international brands, build credibility, demand, and value.

ALWAYS LISTENING WOO products gather unique customer data and offer entirely new insight into user behavior, consumer preferences, and product interaction.

A PLATFORM FOR COMMUNITY AND FUN WOO extends the session — our products enhance the conversation and superpower, sharing, progression, and fun.

MEASURING THINGS NO ONE ELSE IS These are revolutionary products that will change the way action sports are not only 'played' but also how they are viewed. WOO establishes an entirely new standard of measurement, driven by data, fueled by fun.

WOO COMMUNITY At WOO we are committed to giving back and doing good for our community and others in need. Company-wide, we engage in charity and fundraising with the same passionate, fun-focused attitude that we approach our day jobs. From Movember to breast cancer awareness and many organizations in between, WOO hopes to contribute a bit of caring (and fun) to the causes important to us. .

11 ELKINS SREET SUITE 230 BOSTON, MA 02127 HELLO@WOOSPORTS.COM