Selling Apparel in a Category Owned by Giants
The challenge was to build a site that did about three things at once: communicate the soul of the brand in the first scroll, sell apparel to performance buyers who come to shop and serve parents buying for kids who want to enjoy the game to the fullest. All of this needs to work across currencies, devices, languages, etc without losing the editorial feel that makes the brand worth following.
A Storefront That Sells the Story First
We built JOGA, an experience designed around the brand’s narratives, not just the catalog. The hall of fame turns the players into the centrepiece as they deserve to be. JOGA’s story gives its first-time visitors the founding reason before they are asked to buy. The kids section gets its own journey, so parents are not usually fighting through performance copy as it’s meant for adult buyers. Every section is shaped to do one thing: make someone who landed a T-shirt leave as a fan of the brand.
