Improving the user experience for a sports lifestyle brand

Started by twin brothers over 70 years ago, '47 has grown into a sportswear powerhouse with licensing agreements with major sports leagues and colleges across the country and the globe. Their attention to detail and quality make for the best sports and lifestyle apparel around, and their online business has been growing steadily over the years.

Over the past few years, the ICS team has been working closely with the '47 on their Shopify website. From our first time dipping our toes in to now, the site has seen traffic (and revenues) soar.

Working closely with their marketing and B2C teams, ICS has conceptualized, designed, and implemented dozens of strategic optimizations, design updates, and site optimizations that have been instrumental in driving a nearly 800% increase in revenues in the last three years.


We worked with the '47 team to create a modular, mobile-first new design system for their home page, a primary entry point to the site. The new system showcased their high-quality lifestyle photography along with constantly-changing products and branded content and empowered their team to make layout and content changes on the fly.

  • Drag Me

Custom pages for new collections

To highlight key product drops and collaborations, ICS developed custom landing pages and microsites for new collections. Aligning with their digital marketing team, these new experiences highlighted their premier collection launches and helped drive traffic, sales, and engagement for some of '47's most successful product releases.

The great thing about ICS is that they are more than capable of helping out with just about anything you need, whether that ranges from small day-to-day technical fixes or to much bigger design overhauls that can really help bring your website to the next level.