E-commerceSailGP Fan Store
Shopify Plus Website Redesign & Development
Project overview
Our approach
Project overview
SailGP is the world's most exciting racing on water — a high-speed championship with national teams, global events, and partnerships with brands like Tommy Hilfiger. Their fan store needed to match the energy and premium positioning of the sport itself, while supporting a complex catalogue of team merchandise and limited-edition collections.
Client
SailGP
Sector
Sports
Shopify Plus
Duration
6 months
Project type
Replatform
The existing store was built on an outdated platform that couldn't keep up with SailGP's growing ambitions. The navigation was confusing, the design felt disconnected from the brand, and the checkout experience was leaving conversions on the table. We were brought in to do a full replatform — migrating everything to Shopify Plus and rebuilding the store from the ground up.
We structured the store around two core experiences: the Icon Collection — a premium lifestyle line inspired by the sport — and the Team Collections, letting fans shop their favourite national team. A dedicated section for brand partner Tommy Hilfiger added another layer of premium positioning. The navigation, filters, and product architecture were rebuilt to make discovery effortless across a catalogue of 100+ SKUs.
The visual direction stays tight to SailGP's identity — dark navy backgrounds, bold typography, and race-action imagery that communicates speed and precision. Every page feels like part of the championship, not just a generic shop.
2x
Conversion rate post-launch
4
Warehouse integrations
Platform
100+
Countries with worldwide shipping