B2B wholesale
Football teamwear sold to business customers.
Sport Foundry
Created on Sitecore. Replatformed to Shopify.
2023–2026B2B commercePlatform Owner & Design Lead
- MY ROLE
- Design, delivery &
platform ownership - FIRST GENERATION
- Created & launched on Sitecore
2023 - SECOND GENERATION
- Replatformed to Shopify
2026
THE PROJECT
I helped create Sport Foundry from its conception as a business, designing and delivering its original B2B platform on Sitecore. The website launched in 2023. I continued to own the platform and led its replatforming to Shopify in 2026.
Sport Foundry is the exclusive adidas football teamwear distributor for the UK and Ireland. My responsibility was to design, deliver and own the B2B platform for a business generating millions in annual teamwear wholesale sales.
Explore the processTL;DRContribution, delivery & impact
Created on Sitecore. Replatformed to Shopify.
I designed and delivered Sport Foundry’s original Sitecore platform for its 2023 launch, then led its replatforming to Shopify in 2026.
- My contribution
- Design, delivery & ownership
Responsible for designing, delivering and owning the Sport Foundry platform.
- The scope
- Original launch & second-generation replatforming
Created the first website on Sitecore, then continued platform ownership through the Shopify replatforming.
- Business context
- Millions in annual wholesale sales
An established B2B business and the exclusive adidas football teamwear distributor for the UK and Ireland.
01 / THE BUSINESS
A specialist platform.
An exclusive partnership.
Sport Foundry brings adidas football teamwear to the wholesale market across the UK and Ireland.
The website serves a B2B business built around an exclusive distribution partnership. Its purpose is grounded in teamwear wholesale, with the platform forming part of how that business operates.
Exclusive adidas distribution
The exclusive adidas football teamwear distributor for the UK and Ireland.
UK & Ireland
One platform supporting the business across both markets.
02 / MY CONTRIBUTION
Create it. Launch it.
Own what comes next.
I designed and delivered the original Sitecore platform, then led the next generation on Shopify.
I was responsible for designing and delivering the platform, with ownership continuing beyond the initial launch and into the move from Sitecore to Shopify.
Create the original experience.
Design the first Sport Foundry platform, covering product discovery and ordering alongside customer account journeys.
Deliver the Sitecore launch.
Oversee the creation and launch of the original website in 2023, as Sport Foundry became a business.
Lead the next generation.
Continue to own the platform and oversee its replatforming to Shopify in 2026.
03 / CREATING THE ORIGINAL PLATFORM
A wholesale experience,
designed from the start.
The original Sitecore work covered the customer journey from discovering the range to managing an account and reviewing orders.
The design file brings together homepage and login explorations, product listing and detail pages, account screens and order confirmations. Dedicated desktop, tablet and mobile layouts show the breadth of the original design work.
Make the range easy to browse.
The desktop MVP designs bring product imagery, filtering and pricing into the listing experience. Product pages then give the selected item space, with a gallery and expandable product information.
Bring size and stock into the decision.
The product-page designs present sizes and prices together, with low-stock labels against individual sizes and a nearby size guide. This puts information relevant to teamwear selection alongside the product itself.
Design beyond the product page.
The original file includes My Account, a global user address book, order confirmation and confirmation popups. Order-history and bag-summary revisions also explore how references appear in the purchasing journey.
Develop the experience across screens.
Separate desktop, tablet and mobile designs sit alongside dedicated MVP desktop and mobile pages. These show the original platform being considered across different screen sizes.
Browsing & product selection
Image placeholder · Product listing and product detail designs from the original Figma file.
Accounts & ordering
Image placeholder · Account, address book and order confirmation designs.
Design examples describe the original Figma work, including explorations and revisions.
04 / BUILDING THE NEXT GENERATION
A new platform.
Continued ownership.
Having created and launched Sport Foundry on Sitecore, I led its replatforming to Shopify in 2026.
This was the next chapter in my ownership of the platform. My responsibility continued across design and delivery, taking the existing business into its second generation.
Created on Sitecore.
Company conception, original platform design and delivery of Sport Foundry’s first website.
Replatformed to Shopify.
Continued design, delivery and platform ownership through the Shopify replatforming.
05 / COMMERCIAL CONTEXT
Supporting a substantial
wholesale business.
Sport Foundry generates millions in teamwear wholesale sales each year.
That scale gives context to the responsibility of owning its platform. My contribution spans its foundation and its subsequent evolution, with responsibility across design and delivery.