All work
Case study 04 — E-Commerce
O3 Performance — From Brand Concept to E‑Commerce Launch
Taking a new premium performance sportswear brand from concept to a live, international Shopify storefront — positioning, customer journey and a coordinated digital launch.
Premium performance sportswear · Run Your Own Race
The problem
“Introduce a new premium sportswear brand into a competitive performance-apparel market without an established online store or customer base.”
Strategy
Build a distinctive performance-led brand identity, connect creative storytelling with a cohesive e-commerce customer journey, and coordinate a digital launch designed to establish visibility and convert interest into store visits and purchases.
Execution
- Supported development of the Run Your Own Race positioning.
- Contributed to coordinated product photography and campaign storytelling.
- Developed and refined the Shopify customer experience.
- Implemented conversion-focused product presentation and merchandising features.
- Supported regional storefront localisation and market setup.
- Coordinated digital launch touchpoints across website, social and email.
My role
Hands-on contributor to Shopify website development and refinement, customer-journey optimisation, marketing execution, commercial planning, content coordination and cross-functional project delivery. Photography and film production were team outputs.
Launch scope
27.09.2026
Public launch
02
Product categories — T-Shirt & Shorts, 24 variants
03
Colourways — Obsidian, Aubergine, Cream Ivory
04
Market regions — Switzerland, EU, UK, international
Shopify e-commerce
Customer experience & conversion-led merchandising.
Product discovery
- Responsive product presentation
- Colourway selection
- Size selection and quick-add
- Product-specific image galleries
- Mobile-first purchasing experience
Cross-selling & merchandising
- ONE SET bundled product offer
- CHF 129 reference price reduced to CHF 119 for a complete set
- Complementary recommendations through Complete the Look
- Cart behaviour reflecting the discount
Customer experience & localisation
- Clear delivery and product information
- Regional currency presentation
- Multilingual storefront for relevant DACH markets
- Consistent branding across desktop and mobile
Implemented features — conversion and order-value uplift not yet measured
Integrated launch campaign
From awareness to product discovery.
01
Countdown & pre-launch content
02
Hero launch film
03
Athlete-led campaign photography
04
Instagram & TikTok creative
05
Early-access Shopify email
06
Storefront launch, 27.09
07
Product-led social content
Featured Reel
32.1K
Views
15.7K
Viewers
88
Saves
Collaborative post — figures reflect the combined collab audience, not O3's followers alone.
Film, photography, social creative and early-access email were sequenced around the 27 September storefront launch, moving audiences from awareness to product discovery.
Launch shoot
Athlete-led campaign photography.
Studio shoot delivering the launch asset library: product-led portraits and kit detail across the three colourways.
Obsidian
Aubergine
Cream Ivory
How it was used
Photography was a team output. I contributed to coordinating the product photography and campaign storytelling.
Output was sequenced into launch-phase social content, product listings and the hero launch film.
Visibility
Brand awareness & athlete-led visibility.
O3 Instagram — account level
513.1K
Instagram views — 30-day launch period
Account-level views, not unique reach. The window covers pre-launch and launch activity; views are not attributed to sales.
Launch-period visibility was supported by coordinated social content, professional footballer product exposure and creator-generated brand mentions.
Product visibility only — no endorsement, sponsorship or sales attribution implied.
Takeaway
A launch is a system, not a single moment — the brand story, the storefront and every touchpoint around 27 September had to work together to move people from first impression to product page.