Digital Experience

The FIFA World Cup Store: more than a store, it’s a soccer experience

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We were able to come up with some really innovative solutions to bring content and commerce together in a very short amount of time.—Colby Walker, Senior Manager – Digital Experience,




Did the World Cup inspire you this year? Or maybe your kids need new gear for their soccer teams this fall?

Either way,, and its parent company Sports Endeavors, have you covered. has become the largest soccer specialty retailer in the world. In 1984, the company had three full-time employees. Today, there are hundreds of employees picking, packing, silk-screening, embroidering and applying transfers 7 days a week, and during peak periods, 24 hours a day. The company has partnered with FIFA and major soccer teams around the world and supplies hundreds of youth soccer teams with the equipment and information they need to perform at their best.

So how did they achieve that kind of growth? For one thing, the company recognized early the need to dramatically improve the user experience. They didn’t want to just sell shin guards; they wanted to make their site a community for both soccer fans and players. They turned their focus to a content-first strategy to deliver a personalized shopping experience for every user. To deliver that strategy, they chose IBM Digital Experience.

The Challenge

FIFA knew they needed a powerful, engaging, eCommerce store that would provide compelling content and scale to address the needs of the millions of soccer fanatics around the globe during events like the World Cup.  They turned to SportsEndeavors/ to power their online store.

The Transformation

The official FIFA online store for the World Cup deploys a content management solution that facilitated the launch of a website integrating content, commerce and social media. IBM Digital Experience was used to prescribe better approaches to reach customers, make product recommendations, and assist in the selection of content.

Here’s how IBM Digital Experience drove the transformation:

  • Put content implementation and publishing in the hands of the creators
  • Shortened deployment time
  • Improved the user experience
  • Created a destination for soccer information as well as products

The Results has created a superior digital experience for World Cup soccer fans by powering the Official FIFA online store. Today, customers can move seamlessly from browsing content to buying products without changing pages. But even more importantly, has integrated commerce and content to shape a seamless digital customer experience. That’s how they became a hub for all things soccer.


Learn more about IBM Digital Experience.


WW Marketing Portfolio Manager, IBM Digital Experience

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