Overview

Kick Game is a UK-based luxury footwear and apparel retailer, founded in 2013 blending high-end fashion with sneaker culture. A destination retailer for exclusive, collectable and rare sneakers and streetwear, stocking products from Nike, Off-White, Air Jordan, Supreme and Yeezy. Known for its bold brand partnerships and deep cultural influence, Kick Game had outgrown its existing eCommerce infrastructure.

While their existing eCommerce setup functioned, it was riddled with experience-level blockers that were limiting growth, UX effectiveness, and brand presentation. The site no longer reflected Kick Game’s premium positioning or the energy of its culture-led community, from slow mobile experiences to rigid design structures that couldn’t evolve with the brand.

When they approached WIRO, Kick Game wasn’t simply seeking a replatform. They needed a partner who understood how to merge culture with conversion, and could deliver a high-impact Shopify experience that elevated both performance and brand storytelling.

Client Objectives & Growth Goals

Kick Game’s goal was to create a premium, conversion-led Shopify experience that reflected its brand authority within sneaker culture while removing long-standing technical and UX constraints.

Their key objectives included:

Building a future-proof Shopify Plus foundation that supports innovation, speed, and scalability.
Elevating UX and design to match the premium feel of Kick Game’s retail stores and collaborations.
Reducing friction across devices particularly mobile to improve conversion rates.
Embedding CRO-driven features such as reviews, wish lists, size guidance, and dynamic recommendations.
Implementing a more flexible and content-rich navigation system that could evolve with the brand.
Enhancing personalisation to drive repeat purchases and brand loyalty.

Challenges

Before WIRO’s involvement, Kick Game’s eCommerce environment suffered from years of incremental patchwork a build that looked functional on the surface but was structurally limiting behind the scenes.

Key challenges included:

Poor Technical Foundations: The site’s codebase had been repeatedly modified by multiple teams without standardisation. Overuse of JavaScript, unnecessary React components, and hardcoded logic made new development slow and risky.
Aesthetic & Impact Mismatch: The digital experience failed to mirror the brand’s premium, culture-led identity, expected of a streetwear and high-end sneaker retailer. Hero visuals and page hierarchy lacked impact, making the site feel generic and underwhelming.
UX Friction Across Devices: Mobile design suffered from poor component hierarchy, excessive scroll depth, while product cards and homepage modules lacked conversion-driving features like quick buy, variant visibility, and brand signposting.
Rigid Navigation: Navigation was clunky on mobile and desktop. The menu and category structure were difficult to scale, lacked merchandising flexibility, and didn’t surface high-intent content or brands effectively.
Missing CRO Essentials: Core trust and conversion tools like reviews, wish list functionality, and sizing guides were either absent or underused reducing trust and affecting conversion rates, particularly for high-value products with complex sizing (e.g. Fear of God apparel).

WIRO’s Approach & Process

WIRO led a complete UX and wire framing overhaul, aligning Kick Game’s commercial, aesthetic, and technical priorities into a single cohesive build plan.

Our process combined deep CX thinking, data-led CRO, and modular UI design for scalability and performance.

Impactful, Modular Homepage UX

We merged two visual directions bold, culture-first branding with clean, conversion-friendly merchandising. Implemented above-the-fold strategies (e.g. partial scroll reveals and card peeking) to increase scroll rate and improve engagement and flexible modules (e.g. “Shop by Style”) were designed that could display variant sizes, review counts, and real-time FOMO messaging.

Conversion-Driven Product Experience

WIRO redefined the product card experience with quick-buy modals, variant selectors, brand logos (via dynamic Meta fields), and urgency messaging. Used brand logos instead of plain text, pulled from Meta fields with height-locking and width-flexing for consistency. Feature like conditional display logic was designed to show variant availability, pricing, reviews, and urgency messaging (e.g. “Only 2 left in stock”).

Personalisation & Continuity

We implemented logic for “Welcome Back” messages with visual prominence on mobile and desktop. Designed placements for Recently Viewed items in both navigation and PDP tail-ends. Integrated Wishlist functionality, advising Kick Game to trial lower-cost apps before upgrading to Swim for full Klaviyo syncing and segmentation.

Smart Navigation

WIRO designed a three-tier mobile navigation system with tap-friendly accordions, sub-brand hierarchy, and visual signposting inspired by the Billionaire Boys Club UX pattern. This allowed both parent and child navigation without friction. Personalised quick links and mega menu layouts, designed to scale without ballooning dev scope.

Optimised PDP

Product pages were restructured around stacked and sticky image galleries, providing seamless exploration. We integrated SearchSpring for merchandising and recommendations, and designed logic-based FAQs(e.g. owned stock vs consignment), sticky Add to Cart functions, and real-time inventory messaging.

Brand Education & SEO

To blend storytelling with search value, we added modular “About the Brand” and FAQ sections, improving both SEO depth and buyer trust. These templates could scale easily across brand collections.

Tech Stack & Custom Integrations

Kick Game’s new Shopify Plus build was designed for both performance and flexibility, combining native functionality with carefully selected apps and custom integrations. Each solution was chosen to support scalability, maintain site speed, and enhance personalisation.

Key technologies and integrations included:

Platform: Shopify Plus
Search & Merchandising: SearchSpring powering dynamic recommendations, advanced search logic, and product discovery.
Reviews: Okendo and other tailored partners for product and fit-specific feedback modules.
Wishlist: Lightweight solution with scalability roadmap to Swym for Klaviyo integration.
Meta fields: Custom implementation to manage brand logos, variant logic, and dynamic content display.
Bundler App: Custom handling and front-end formatting of complex bundle size combinations
Sticky Add to Cart: Rebuilt using custom theme logic for seamless mobile performance.
Quick Buy Modal: Custom-designed for multiple variant types and future scalability.

Each integration was benchmarked for speed, scalability, and conversion impact ensuring that Kick Game’s new platform could support innovation without compromising UX or brand experience.

Results Achieved

WIRO delivered a high-performance, design-led Shopify Plus build plan that redefined Kick Game’s online experience.

The brand now operates with a stable, scalable technical foundation, empowering faster iteration and continuous innovation. Mobile UX was simplified and restructured for higher engagement and conversion, while dynamic navigation and personalised content created smoother journeys for returning users.

Kick Game’s new experience successfully balances cultural impact and commercial performance, allowing the brand to grow without being held back by technical debt. With a clear design system, defined app strategy, and scalable UX logic, the site now reflects the energy, credibility, and confidence of one of the UK’s most influential streetwear brands.

Increase in AOV

Increase in LTV

Increase in conversion

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