Fashion, personality, and style – sports clothing is more than just function. After all, Nike, Asics, and GymShark don't spend millions in advertising their product specifications – they're creating a brand identity. Likewise, your product descriptions are key to persuading potential buyers to purchase your product.
Whether you're a retailer or sports brand, we've compiled an expert guide to creating active, revenue-generating product descriptions for your sportswear products. We'll help you resonate with your audience and drive sales.
In this article:
Ready, set, go!
What Makes Sports Clothing Product Descriptions Different
Product descriptions of clothes can't solely be a list of materials and manufacturers. Nobody wants to read that – least of all runners, climbers, footballers, and other active, on-the-go people. They want a product description that pops and that sells the product's benefits through lively, inspiring copy.
Here are some specific aspects of sportswear that make their product descriptions stand out:
Technical Details: Sports clothing often features cutting-edge materials and impressive technologies, such as moisture-wicking, UV protection, or compression. Highlighting the technical details without being boring is essential to appealing to buyers prioritising performance.
Specific Use Cases: Whether it's running, yoga, or hiking, brands design sportswear with their customer's active lifestyles in mind. Product descriptions must showcase how the clothing or footwear holds up during these activities.
Style and Design: Like the sports clothing itself, product descriptions must be functional and fashionable: highlight the stylistic elements while praising its functional approach. It's a balancing act.
Brand Identity: Most sports brands have spent millions developing a strong brand identity and culture. That carries through everything, from adverts to product descriptions. Capturing this tone and messaging in the descriptions is essential to resonate with the target audience.
How to Write Sportswear Product Descriptions
To write effective product descriptions for sports clothing, you need to understand what motivates your target audience. Here are some tips to consider as you create sportswear product descriptions that sell:
1. Identify Your Target Audience
Before you write a single word, identify the target audience for the product. Who are they? What motivates them? What are their pain points? Understanding your audience will help you tailor your messaging and tone to their needs and interests.
For example, if you're selling running shoes, your target audience is likely runners looking for shoes that offer support, durability, and comfort. Go even deeper – are they track or off-road runners? Sprinters, middle-distance, or marathon runners? All these details filter down to your word choices and what benefits your market (and how).
2. Market the Benefits
Never just list features – it's bland; it's boring; it doesn't sell. Integrate the product's benefits through the customer's perspective. Ask yourself:
How will the product improve the customer's experience?
What problems will it solve?
What makes it stand out from the competition?
For example, instead of just describing a shirt as "moisture-wicking," you could promote the benefit of staying dry and comfortable during a workout.
3. Keep It Punchy
Use short sentences and paragraphs to keep the descriptions easy to read and engaging. Bullet points can also be effective for highlighting key features or benefits. Use action words and sensory details to create a vivid picture of the product in the customer's mind.
4. Don't Overuse Superlatives
While it's important to highlight the unique features and benefits of the product, avoid using overly exaggerated language that comes across as insincere or untrustworthy. Instead, focus on concrete benefits backed by evidence or customer reviews.
If you use a superlative – think best, fastest, thinnest – you better ensure you have the evidence to back up your claim. No one minds the world's fastest sprinter boasting about their speed; it's less dignified at your local athletics club, however.
5. Relate Details to Real-Life Situations
Put yourself in your customer's shoes – literally and metaphorically. Where will they wear your clothes, and do your product's features solve real-life problems?
If your off-road running shoes are designed to last, emphasise how they'll maintain their grip "mile after mile." Likewise, an advanced moisture-wicking shirt doesn't just release sweat; it "keeps you dry and comfortable as you power through the final sweat-inducing deadlift." Using second-person pronouns also ensures you're addressing your customers head-on.
6. Use a Consistent Tone and Brand Voice
Ensure your product descriptions are consistent with your brand identity and tone. If your brand is known for being fun and playful, your product descriptions should reflect that. Your tone may be more serious and informative if you sell high-performance sports equipment.
Best Sportswear Product Description Examples
Not sure how to put these tips into action? Let's take a closer look at some of the best (and not-so-good) examples out there:
GymShark Power Washed Joggers Cosmic Grey SS23
GymShark's product descriptions are always impressive. No nonsense, no fluff – just like their products. With short, sharp sentences, their staccato approach to this product description mirrors reps and sets in the gym.
But, like all their product descriptions, they mix the powerful, inspiring paragraph with a bullet point list where they spell out the product's core features. Plus, their "Features" section highlights the product's unique aspects alongside small pictograms. It's intuitive and genius!
Nike Air Max Plus Shoes
Like GymShark, Nike separates the Features and Description: the former is function-focused, while the latter is about the customer's mindset. And there's no doubt who they've got in mind from the first sentence.
Let your attitude have the edge in your Nike Air Max Plus…
Words like "attitude" and "defiant" are woven through the description without detracting from more functional aspects such as "premium stability."
Where the description could be improved, however, is by mixing the features with real-world scenarios. Something like "…that offers premium stability and unbelievable cushioning, whether you're shooting hoops or dropping beats."
Nevertheless, there's no doubt Nike understands their target demographic. Nike Air may have been designed for performance running, but it's not the urban, tracksuit-wearing demographic they're pursuing here.
Under Armour Women's UA Challenger Training Short Sleeve
Punchy and precise, this product description does the job – barely. It's the classic blunder of telling, not showing. We're told that it's a smooth and lightweight fabric that delivers a "superior performance" but without any real detail.
Who's the description aimed at? How do these benefits work at the gym? What's the story? Answer: there is none. Indeed, most of what's included in the brief product description are reiterated in the "DNA" section. That's another rule: if you need to say anything twice, you didn't say it well the first time.
ASICS Trabuco Max 2
Finally, we come to this absolute masterclass of sportswear product description writing. If the psychedelic design didn't grip you, this will.
Every single benefit is subtly combined with its real-world reality. "Advanced cushioning" and "maximum protection" help buyers "explore the trails without holding you back." Even the "Tech and Features" section breaks down the technical jargon with a punchy explanation – all without wasting a word.
If you're looking for an exemplar to follow – look no further. If only every clothing product description were this good.
Impeccable Product Descriptions Ready to Go!
Don't waste time with low-quality product descriptions. You've got places to be. Like the best athletes, your product descriptions need to be primed for performance – you need to capture your target audience's attention, highlight your product's unique features and benefits, and persuade them to purchase.
When you work with us, you can expect:
Customised product descriptions tailored to your specific needs and target audience.
Persuasive and engaging descriptions that highlight your product's features and benefits.
Fast turnaround times and quick revisions to ensure your product descriptions are ready to go when you need them.
Clear and transparent communication throughout the process so you know exactly what to expect.
Ready to sell more sportswear with top-notch product descriptions? Impeccable Writing has got you covered! We know how to craft engaging, persuasive, and tailored descriptions for your target audience. With our help, you can take your product descriptions to the next level and boost your revenue. Contact us today to get started!
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