Evolving an iconic brand for a new generation

With Gen-Z and the world trending towards online purchases, social media has transformed the landscape and expectations of shoppers.

At a pivotal moment where Champion could capitalize on their cultural boom with online shopping, YML executed an e-commerce approach for a newer generation.

  • +3%
    Increase in conversion
  • +17%
    Increase in average order value
  • +26%
    Increase in average revenue / user

Key Takeaways

  1. Built a product roadmap driven by data

  2. Delivered an ecommerce experience centered around Gen Z

  3. Crafted a scalable content & design system

  4. Beat holiday rush with a 6 month launch

To transform their experience, Champion sought quick wins and optimizations. To identify those opportunities, we analyzed key journeys and conversions. By utilizing segmentation (one-time buyers vs. repeat visitors, etc.) — we were able to create experiences that convert and created brand affinity.

Social-savvy Gen Z shops differently, using apps like TikTok and Instagram. Our insights showed some of their habits include: shopping an entire look from head-to-toe. Knowing that, we created a responsive experience that paired with their native behavior.

We created ‘Shop the Look’ so that customers can purchase multiple items in a few taps without leaving the page — providing them a quick and easy order experience.

To boost conversion, we shortened the purchasing journey by allowing customers to “Add to Bag” from anywhere. This allowed customers to shop and add products at every touchpoint, which increased average order values by nearly 20%.

We created a comprehensive UI kit for Champion's flagship digital store, including icons, buttons, and more, built with scalability in mind for future implementation across the entire Hanes brand portfolio.

“You’re not only managing change, but leading change.”
Brent Hoover VP, Champion Digital & Stores

How we did it


  • Loyalty Strategy
  • Data Analytics
  • Market Research
  • User Research
  • Product Strategy
  • Roadmapping


  • Art Direction
  • Content Strategy
  • Content Design
  • Writing
  • Experience Strategy
  • Information Architecture
  • Visual Design
  • Interaction Design
  • Motion Design
  • Prototyping
  • UI Kit

Technology and Integrations

  • Magento
  • Curalate
  • Reflektion
  • BazzarVoice
  • Borderfree
  • Tealium
  • Narvar