Transcreation

A post in English because it simply makes more sense.

You’ll understand in a second.

Do you struggle with capturing a brand’s tone of voice in other languages? 🇸🇪

How do you know if the copy actually works in other markets?

The tricky part:

AI will never know how it actually feels to make the first tracks on fresh corduroy, hit that trail-runner’s high miles from anywhere, or feel the tail lift right before your board drops into that perfect wave.

And that feeling matters. 🪄

Especially in sport and outdoor communication.

To find the right tone and nerve, I believe you need people who know both:

the language and the lifestyle.

It’s a subtle mix of technical terms, community-specific lingo and cultural nuance — including knowing when to intentionally break a few linguistic rules.

A thought that hit me while writing this:

If you don’t know the language, how can you tell if the translation actually sounds right? Not “correct”, but alive?

So here’s a small shortcut ➡️

I’m fluent in the languages of skiing, trail running, hiking, surfing, sailing, road biking, swimming, gym training, diving, kayaking — and yes, even “yog-ing”. ⛷️🏃🏽‍♀️🧘🏼‍♀️