Case Study: All3sports Re-branding and Redesign


All3sports already had a successful online store, but it was extremely dated in terms of both appearance and functionality. The old store had a black background and dark color scheme, and utilized styles that made the site appear out of style. All3sports needed a new design that looked modern and would appeal to their knowledgeable customer base. Our goal was to create a smooth user experience for shoppers across all browsers and devices.


We designed the new store with a fresh white background. Because All3sports had such great imagery, we made large, bright images a focal point. We utilized their bright and modern signature blue color, and included bright pops of complimentary orange throughout the store. The home page full width slider is a great place to feature each of All3sports main categories – Run, Bike, and Swim, but can be easily changed to include special promotions or seasonal deals.


During initial consultations, we helped All3sports prioritize important information. We helped choose which information should be visible on every page, and added that to the header and footer. We also created featured areas on the home page to draw shoppers’ attention to All3sports’ reward point policy, excellent customer service, and extensive catalog of products & gift cards.


Because All3sports has expert customers, we designed the user experience to allow shoppers to easily narrow down the vast catalog of products using the search, the main navigation, and the additional layered navigation on category page. When landing on a product, shoppers also had the option to view detailed size charts and other information. This positive user experience needed to remain consistent across all browsers and devices. We used a fully fluid responsive layout so the site would look great on desktop screens as well at smart phones.