.power

The mission of .POWER is to provide a namespace associated with the applied-for string. The .POWER gTLD is intended to serve a broad range of registrants and users, including individuals, businesses, organizations, communities, projects, and other entities that identify with, relate to, or wish to be associated with the concept represented by the applied-for string. The purpose of .POWER is to enable registrants to establish online identities using domain names that correspond to this concept. To achieve this purpose, Hair Apparent, LLC will make .POWER available for registration through registrars and other appropriate distribution channels; maintain a secure, stable, and reliable registry infrastructure; implement registration and operational policies that support the availability, security, and integrity of the namespace; and provide ongoing administration of the gTLD to enable registrants to register and use domain names within the namespace. The purpose of .POWER is sustainable over time because the applied-for string is broadly recognized and has broad applicability across a wide range of contexts. As society, technology, and methods of communication evolve, organizations and individuals will continue to establish online identities associated with the applied-for string.

Link Freedom Group (LFG) aspires to become a best-in-class, vertically integrated domain name registration authority, see linkfreedomgroup.link. This TLD is part of a carefully curated portfolio of strings that LFG intends to pursue in ICANN’s 2026 New gTLD Program. In assembling this portfolio, LFG focused on securing meaningful, memorable, and commercially compelling strings that resonate strongly with end users and offer long-term growth potential. Over the past four years, LFG (Nova Registry) has successfully grown its flagship TLD, .LINK, from approximately 125,000 to more than 300,000 domains under management. This growth has been driven by innovative distribution strategies, the expansion of registrar partnerships, and a granular pricing model that has enabled .LINK to remain competitively priced while avoiding the significant fee increases implemented by some other registry operators. LFG’s experience in the domain name industry has reinforced one of the key lessons from the 2012 application round: long-term sustainability is strengthened through portfolio diversification. By spreading operational costs and mitigating revenue fluctuations across multiple TLDs, LFG is better positioned to withstand market volatility and invest in continued growth. Accordingly, LFG believes that even obtaining a subset of the TLDs for which it has applied will establish a diversified portfolio capable of supporting long-term economic stability, operational resilience, and sustainable growth.

1. Describe the mission and purpose of the applied-for gTLD. .power helps energy providers, electrical specialists, and performance-driven brands create a clear and memorable online presence for what they generate, build, or help people achieve, making it easier to be discovered. It turns a company name into an immediate signal of category and capability. Whether the meaning is electricity or human strength, the address communicates purpose before a visitor reads a word. Intended Registrants: Energy producers and utilities, renewable and clean-energy companies, electrical equipment manufacturers, battery and storage providers, fitness and performance brands, and organizations focused on personal or professional empowerment. Intended Users: Customers seeking energy providers or electrical products, professionals in the energy and utilities sector, athletes and fitness communities, and audiences drawn to brands built around strength, capability, and momentum. Related Activities Supporting the Purpose: • Awareness-building campaigns aimed at energy, electrical, and performance-oriented sectors • Registrar distribution to reach commercial and consumer registrants • Registrant education on how a category-specific name clarifies what a brand offers • Outreach to renewable-energy, fitness, and professional-development audiences • Responsible registry operations that keep the namespace stable and available .power gives organizations and individuals a naming space that speaks directly to two of the most recognizable meanings the word carries: physical energy and human capability. For companies in electricity generation, grid services, renewables, storage, and electrical equipment, a .power address states the category before a visitor reads a single line of text, helping the brand be understood and remembered. For personal and collective strength, fitness studios, coaching practices, performance brands, and empowerment-focused organizations can use .power to express drive, momentum, and confidence. In both readings, the name works as a clear and memorable online presence, making it easier for the right audiences to find, understand, and trust what a brand represents. By anchoring the namespace in these concrete categories rather than treating "power" as an abstract idea, .power is a naming layer where energy companies, electrical specialists, and performance-driven brands can build a recognizable identity and reach the people who are actively looking for what they do. 2. Explain how this purpose is sustainable over time. Energy is a foundational input rather than a discretionary one, the industries that generate, store, distribute, and service it are structurally permanent. Grids get modernized, generation shifts from fossil fuels toward solar, wind, hydro, and storage, and new players enter, yet the underlying function, delivering usable energy, does not go away. Each transition tends to expand the field rather than shrink it, adding installers, storage specialists, charging networks, and efficiency providers who all need a way to identify their category clearly. The word's second meaning, human strength and capability, rests on a separate but equally steady foundation: people consistently pursue fitness, performance, and self-advancement, and brands that sell capability benefit from a name that embodies it. This gives the namespace a resilient secondary market that does not rise or fall with the same forces as the energy sector, spreading its relevance across independent demand cycles. Together, an infrastructure category that only broadens as energy systems evolve and a performance category rooted in enduring personal ambition give .power two reinforcing sources of durability. The concept stays meaningful because the things it names, the energy that runs the built world and the strength people strive for, remain central regardless of which specific technologies or companies dominate at any moment.

1. Mission and purpose. This gTLD will be operated as an open, unrestricted generic top-level domain. Its purpose is to expand naming choice in the DNS by making this term available at the top level for any lawful use chosen by the registrant. Registrations will be available to all registrants on a first-come, first-served basis through ICANN-accredited registrars, subject only to the Registry Agreement, ICANN Consensus Policies, and applicable law. The applicant will not operate this gTLD on an exclusive basis. 2. Intended registrants and users. Intended registrants are individuals, businesses, and other organizations worldwide seeking a short, meaningful domain name. There are no eligibility or name selection restrictions beyond those required by the Registry Agreement, ICANN Consensus Policies, and applicable law. Intended users are internet users worldwide who access domain names registered in this gTLD. 3. Related activities. The applicant is an established registry operator under contract with ICANN for 35 gTLDs, including .xyz. It has in place a qualified Registry Service Provider, distribution agreements with ICANN-accredited registrars across multiple regions, and all required rights protection mechanisms and DNS abuse mitigation practices. For this gTLD the applicant will onboard the TLD to its existing registry platform, conduct a Sunrise Period and Trademark Claims Period, launch General Availability through its registrar channel, and maintain ongoing registrar enablement, abuse monitoring, and compliance reporting. 4. Sustainability. Operation is funded by recurring registration and renewal revenue and does not depend on any single registrant, sector, or campaign. This gTLD will run on the applicant's existing shared registry infrastructure, so incremental operating cost is low and no minimum registration volume is required for viability. The applicant has operated gTLDs continuously since 2014.