Our Work / Teamwear & merchandise
Harlequin Teamwear.
One website. Two very different audiences. Winning new teams on one hand, serving their fans on the other.
Website Design & Development
Ecommerce
Website Strategy & Structure
Ongoing Support
Client
Harlequin Teamwear
Sector
Teamwear & merchandise
Services
Strategy · Structure · Design · Development · Ecommerce
Ongoing support
Yes, ongoing
Two jobs, one website.
Harlequin supplies teamwear, sportswear and merchandise to teams across a range of sports. Motorsport is a significant part of that, with extensive work in the British Touring Car Championship and in MotoGP.
A team principal looking for a new teamwear supplier and a fan looking for a team shirt want completely different things. The website has to serve both without either getting in the other’s way.
01 Homepage
01
Selling Harlequin, not just its products
Before anyone reaches the shop, the site has to make the case for Harlequin itself. What it produces, the standard of it, the sports and teams it already works with, and why a team should consider it for their own kit.
02
Structuring a store around sports and teams
The merchandise spans different sports, championships and individual teams, so the store needed a structure to match. Categories and subcategories are organised so someone can find their sport, then their team, then the products, without wading through kit that has nothing to do with them.
02 Teamwear & capability
03 Sports & championships
03
Rebuilt as the business has changed
We have designed and built more than one version of the Harlequin website over the years. As the teams, the merchandise and the requirements have changed, the site has been developed to keep up rather than left to age.
The business
Kit for the paddock and the grandstand.
Harlequin produces teamwear, sportswear and merchandise for teams across a range of sports, with a strong presence in motorsport through the British Touring Car Championship and MotoGP.
There is a natural crossover with our own motorsport work, and we have worked with some of the teams Harlequin supplies.
What the work delivers
Both audiences served
Teams can assess Harlequin as a supplier while fans get a straightforward route to the kit they want.
Room for new teams
New sports, championships and teams can be added into the existing structure as Harlequin takes them on.
A platform that has kept up
Multiple versions of the website have been designed and built as the business has moved on.
A store people can navigate
Sport, then team, then product. The structure does the work rather than the search box.
Business development, not just sales
The site is built to generate teamwear enquiries as well as merchandise orders.
Products shown at their best
The kit is highly visual, so the design gives the photography the space it deserves.
04 Team stores
Two
Audiences on one site
Teams buying kit, fans buying merchandise
Multiple
Website versions built
Developed as the business has changed
BTCC
& MotoGP
Among the sports Harlequin supplies
More work like this
Professional motorsport
Motorsport championship
No pitch, no obligation
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