.force

1. Mission and Purpose of the Applied-for gTLD force gives strength, energy, and collective effort a naming home online. The word carries a rare dual charge: it signals raw power and physical capability, and it names a group of people organized to act together. That combination makes it a natural fit for brands and organizations whose identity rests on intensity, momentum, or unity of purpose. A strength coach can turn a training program into a recognizable presence at train.force; a private security company can anchor its brand at a name that instantly communicates readiness; an energy firm can express scale and drive in a single word. The namespace suits several distinct groups. In fitness and athletics, .force aligns with strength, conditioning, and competitive drive. In security and public safety, it speaks to protective capability and coordinated response. In energy and industry, it reflects output, machinery, and momentum. And for organized groups of people, from volunteer coalitions to internal task forces, it names the collective itself. Across these uses, the shared thread is deliberate, applied power, whether physical, mechanical, or human. Intended Registrants: Fitness and strength-training brands, sports and athletics organizations, security and public-safety providers, energy and industrial companies, and groups that organize people around a coordinated effort (task forces, volunteer forces, and campaign movements). Related Activities Supporting the Purpose: • Awareness-building across fitness, athletics, security, and energy communities. • Registrar distribution to reach brands and organizers seeking short, high-impact names. • Registrant education on pairing verbs, team names, or product lines with .force for memorable addresses. • Community outreach to organizations that mobilize groups toward common goals. • Responsible registry operations that keep the namespace stable and available. 2. Sustainability of the Purpose Over Time Any activity that involves exertion, output, or resistance draws on the concept of .force, which keeps the word anchored in engineering, energy production, athletics, and defense regardless of which specific technologies dominate a given era. A second, reinforcing source of continuity is linguistic and cultural. "Force" has long carried a figurative charge that people reach for instinctively to describe determination, impact, and momentum. A brand described as a "force" is understood immediately, and a group that calls itself a force communicates unity and intent without further explanation. This meaning is embedded across sports commentary, organizational language, and everyday speech. The third pillar is organizational. Human effort is routinely bundled into named collectives: workforces, task forces, sales forces, and volunteer forces. This habit of gathering people under the banner of "force" recurs across generations of institutions because coordinated group effort is a permanent feature of how work and missions get done. The word will keep attracting the teams, campaigns, and companies that see themselves as a mobilized whole. .force does not depend on any single industry or moment staying in favor. Its breadth of grounding, physical, figurative, and organizational, is what gives the namespace staying power well beyond the lifespan of any particular platform or product category.

At Salesforce, trust is our number one value, and we are deepening that commitment with our digital footprint. We intend to operate the .FORCE TLD as an exclusive dotBrand top-level domain. To create a secure and completely branded experience, all domain registrations will be restricted to organizations within our corporate group and, potentially, our trademark licensees. To keep the space limited to these registrants, we will implement a registration approval process, which will include: Clear rules: Pre-defined registration policies that spell out exactly who can register a domain name within our TLD and what naming structure to use. Internal checks: A streamlined internal request and approval workflow for any part of our business wanting to use our TLD. Trusted source: Using a trusted corporate registrar that will only accept domain creation requests from authorized individuals within our organization. Every .FORCE domain will be laser-focused on achieving our corporate objectives and improving our interactions with our customers. We are confident the systems we will put in place to keep our ecosystem secure will make operation of the TLD sustainable for the long term.