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 âBest New Performance Gearâ award from Menâs Health Magazine and praise in Esquire, ESPN, Hypebeast, and Gear Patrol Magazine.
Project overview
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.
Sparky magic
This brand makes unisex footwear but wanted to create the illusion of selling separate menâs and womenâs 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.
Tech Stack
Shopify Plus
Klaviyo
Attentive
Yotpo
Dear Systems ERP
In the 12 months following site launch, York experienced a 40% lift in conversion YOY.
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