FTP Endurance Fuel – Brand Guidelines1. Brand Overview
FTP Endurance Fuel is an award-winning UK endurance sports nutrition brand, created by athletes for athletes. We design fueling products for running, cycling, and triathlon, focusing on performance, taste, value, and reduced plastic waste.
Our products are used in real training and racing environments and have been recognised with a Runner’s World Sports Nutrition Award.
Brand pillars:
Performance-led
Athlete-founded
Honest and evidence-informed
Sustainable by design
Practical, not gimmicky
2. Brand Voice & Tone
Voice:
Knowledgeable but accessible
Confident, not arrogant
Athlete-to-athlete, not clinical
Tone:
Clear, honest, and practical
Performance-focused
Avoid hype or exaggerated claims
Avoid:
Over-promising results
Medical language or guarantees
Sensational or “miracle fuel” claims
3. Approved Brand Name Usage
Correct:
FTP Endurance Fuel
FTP Endurance Fuel Ltd
FTP Energy Pastilles
Incorrect:
FTP Fuel
FTP Nutrition
FTP Energy
Any shortened or altered variations without approval
The brand name must always be written clearly and accurately.
4. Logo Usage
Only use official FTP Endurance Fuel logos supplied by the brand or via AWIN
Logos must not be stretched, recoloured, distorted, or overlaid
Maintain clear space around the logo
Do not place logos on cluttered or low-contrast backgrounds
Logos must not be used in a way that implies ownership, partnership, or endorsement beyond affiliate promotion.
5. Imagery & Visual Style
Approved imagery includes:
Running, cycling, and triathlon environments
Realistic training explains (roads, trails, races, gyms)
Product-in-use or lifestyle imagery
Clean, modern, performance-led visuals
Avoid:
Unrealistic body imagery or transformations
Stock imagery unrelated to endurance sport
Party, nightlife, or unrelated lifestyle visuals
Offensive or inappropriate contexts
6. Product & Performance Claims
Affiliates and publishers must not:
Make medical claims
Claim injury prevention, treatment, or cure
Guarantee performance outcomes
Permitted language includes:
“Designed to support endurance performance”
“Used by endurance athletes”
“Formulated for training and racing”
“Award-winning sports nutrition”
All claims must be truthful, balanced, and compliant with UK ASA / CAP Code.
7. Sustainability & Packaging Claims
Approved messaging:
Reduced plastic waste compared to single-use gels
Reusable waterproof pouch supplied
Designed to minimise single-use packaging
Do not claim:
“Plastic-free”
“Zero environmental impact”
8. Social Media & Disclosure
Affiliate links must be clearly disclosed (e.g. #ad, #affiliate)
Content must reflect honest opinion or genuine experience
Platform-specific advertising rules must be followed
9. Paid Search & PPC Branding Rules
Affiliates must not bid on FTP Endurance Fuel or close brand variations without written approval
Brand names must not be used in ad titles, descriptions, or display URLs
Generic, non-brand search activity is permitted
10. Prohibited Associations
FTP Endurance Fuel must not be promoted alongside:
Adult, explicit, or offensive content
Gambling or illegal activity
Hate speech or discriminatory material
Misleading health or medical claims
11. Compliance & Enforcement
FTP Endurance Fuel Ltd reserves the right to:
Request edits or removal of non-compliant content
Withhold or reverse commission
Remove affiliates who breach brand or programme guidelines
12. Contact & Approvals
For:
Custom creatives
Editorial features
PPC approval
Brand usage clarification
Affiliates should contact FTP Endurance Fuel via AWIN messaging.
