YORK Athletics Mfg. is a fast-growing direct-to-consumer footwear start-up with roots in a multi-generational family sports business. Their performance-focused unisex sneakers feature a minimal aesthetic and have earned the brand credentials such as the ‘Best New Performance Gear’ award from Men’s Health Magazine and praise in Esquire, ESPN, Hypebeast, and Gear Patrol Magazine.
We designed and built a fully custom Shopify theme which, in the 12 months following site launch, led to a 40% lift in conversion YOY. This lift was sustained in spite of the business becoming much less promotional during the same timeframe.
This brand makes unisex footwear but wanted to create the illusion of selling separate men’s and women’s SKUs for SEO and UX purposes. We came up with some technical witchcraft that allowed a single SKU in their ERP to display as two totally separate products on the front end (one for each gender), without the headache of maintaining two sets of products in Shopify.
This created a shopping experience that was more in line with their media strategy of segmenting audiences and introduced a new mechanism for gathering data about their shoppers that was previously unavailable to them.
This was all achieved with zero impact on their fulfillment or site ops processes.