Ultimate Sevens
(Case study)
The official online store for a new era of rugby sevens.
Ultimate Sevens is a World Rugby sanctioned global rugby sevens championship, launching in 2026 with twelve nations and four tournament legs across three continents. We delivered the full design, development and consultancy of its official online store, selling replica jerseys, track jackets and merchandise for the championship and its teams.
Client
Ultimate Sevens
Sector
International rugby sevens
Year
2026
Website
Services
eCommerce
Website design
Website development
Consultancy
(01) The brief
A brand new global championship needed a store that was ready for launch, with every team represented. The brief covered four key needs:
- An official store ready ahead of the championship launch, alongside the main Ultimate Sevens website.
- Kit for every team, in adult and youth versions, organised so fans could find their team quickly.
- A premium look that matched the energy of a new global competition.
- Clear sizing, contact and returns information for customers around the world.
(02) What we did
We took the store from first conversations through to launch. Our approach comprised:
Consultancy
- Advised on the store structure, the product catalogue and how fans would shop by team.
- Planned the launch so the store could go live ahead of the championship.
Store design
- A dark, cinematic look with bold serif headlines and full bleed photography.
- A shop by team journey, with the collection, the teams and the official store each given their own space.
Development
- Product pages for replica jerseys and track jackets, with team specific product codes.
- Men's, women's and kids' ranges, plus sizing, contact and returns pages.
Launch
- A homepage countdown to the championship launch with a register interest call to action.
- A bestsellers carousel and a replica jerseys hub on the homepage.
The scope
01
Consultancy
02
Store design
03
Development
04
Launch
(03) The design
Dark, cinematic and built around the teams.
The design treated the store like a matchday broadcast, with moody photography, large serif headlines and warm accent buttons. Every team has its own colours and kit, so the layout keeps the focus on the product and makes it easy to move between teams.
(04) Device views
Desktop, tablet and mobile.
The store was designed and checked on desktop, tablet and mobile, so fans can browse the teams and buy kit comfortably on any screen.
(05) Problems solved
The problems we solved.
Many teams, one catalogue
Team led categories and replica jerseys grouped by team, so fans find their kit in a couple of taps.
Launching from zero
A complete store ready before the championship, with a countdown and register interest to build momentum.
Adult and youth sizing
Separate adult and youth products, each with its own code, and a dedicated sizing page.
An international audience
Clear customer service, returns and contact information on every page.
