TaylorMade Fan Shop Experience

One Fan Shop Hub

TaylorMade sells officially licensed golf gear across the NFL, NBA, NCAA, and Soccer — but it lived scattered across the site with no clear home. The Fan Shop brought it together: an end-to-end experience spanning navigation, a landing page, league and team PLPs, and PDP enhancements.

The goal — make TaylorMade the go-to destination for sports fans who also play golf.

No hub, no clear path, no way to shop by team

Shopping by team meant navigating disconnected pages, relying on search, or stumbling across products. The friction:

• No single entry point for licensed gear in the main navigation.
• No unified page organizing products by league or team.
• No way to filter or search by team within the nav flow.
• Mobile menus weren't optimized for browsing 150+ teams across multiple leagues.

A scalable home for licensed gear across four leagues

• Goal 1 — One discoverable entry point for all licensed gear across the four leagues.
• Goal 2 — Let fans find their team in as few clicks as possible, desktop and mobile.
• Goal 3 — A scalable system for 150+ teams that drives revenue and conversion.

Design based on the user journey

A connected ecosystem, designed top-of-funnel down — from navigation to the product page.

Team Sub Nav → Fan Shop Landing → League PLP / Team PLP → PDP

Each layer cuts clicks, surfaces products faster, and scales as new leagues and teams are added.

Navigation Strategy

"Fan Shop" as a top-level nav item gave licensed gear a permanent home. Clicking it opens the landing page; the arrow beside it opens an inline, filterable team search — jumping straight to a team PLP in one step, desktop and mobile.

Fan Shop Landing Page

Leagues up top; editorial and team browsing below. Selecting a league slides the team menu down inline — no page change, no lost context. Built for high-intent fans (filter/search fast path) and browsers alike (editorial, featured products, popular-teams carousel).

League + Team PLPs

League PLPs grouped products by category with filter pills and a league switcher for quick pivoting. Team PLPs went deeper — team logo, breadcrumbs, and the same inline team search, all without leaving the page.

PDP enhancements that kept users in the funnel

Three additions to keep users in the funnel: "Save Team to Favorites" for faster returns, a "Don't Forget" cross-sell to grow basket size, and a persistent "Back to Fan Shop" link.

Phase 2 — Pre-March Madness Optimizations

Ahead of the March Madness traffic spike, early data drove a round of improvements:

• Team menu — top and bottom arrows, standardized logo sizing, all NFL teams on one page.
• Scroll persistence — position kept when paging through team menus.
• Dynamic marquee — hero updates to the league being viewed.
• Favorite Teams — save a team for a personalized return.
• Filter pills — league-level filters for faster browsing without opening the team menu.

The audience existed — it just needed a front door

• Revenue 3.5×'d between consecutive 2-week periods into March Madness — the audience existed; it just needed a front door.
• Team PLPs converted at 8–9% — roughly 3× the Fan Shop landing rate (~3%) — proving fewer steps to team content drive intent. The bottom-of-page team carousel hit 5.86% at a $279 AOV.
• Collegiate outperformed NBA in units and revenue — a signal to weight merchandising toward NCAA and seasonal moments.
• Mobile drove ~81% of sessions but converted at 2.3% vs 6.7% on desktop — so purpose-built, filterable menus were the biggest lever across 150+ teams and four leagues.

$54.2k → $189.7k in two weeks

What Next

• Seasonal moments — flexible content slots for playoffs, bowl season, and the World Cup to catch traffic spikes.
• Cross-league personalization — recommend products from a user's saved team and cross-league history.
• League Nav everywhere — extend it across the site, including the ball landing page and account dashboard.
• Expanded coverage — grow the catalog with more Soccer leagues and potential MLB.