E-Commerce · Sports Merchandise View live site
All Black Shop – Official All Blacks & Black Ferns Gear, Built for Global Fans
All Black Shop is the official online store for All Blacks and Black Ferns gear, apparel, and merchandise — operated under licence by Fanatics, a global leader in licensed sports merchandise. The store serves fans across 180+ countries, offering jerseys, training wear, headwear, gifts, and accessories for Men, Women, and Kids. Wiselogix handled website design, development, and data entry across the product catalogue to support the store’s digital presence.
| Industry | E-Commerce / Sports Merchandise |
| Timeline | 5 weeks |
| Services | Web Design, WordPress Development |
The challenge
A globally recognised brand needed a site that could keep up with its fans.
All Black Shop serves an international fanbase spanning multiple countries, currencies, and languages. The store needed a structured, high-performance e-commerce experience that could handle a large catalogue across multiple teams — All Blacks, Black Ferns, and Maori All Blacks — while making it easy for fans anywhere in the world to find, browse, and buy official gear quickly and confidently.
Our approach
A structured, fan-first e-commerce build for a global audience.
All Black Shop’s fans come from everywhere — and they all expect to find official gear quickly, trust what they’re buying, and check out without friction. Our approach centred on building a clean, well-organised e-commerce structure that made browsing by team, category, or audience segment feel effortless. We ensured every product page was accurately populated with licensed product data, and that the site’s layout reflected the authority and prestige of the All Blacks and Black Ferns brands.
Before & after
The numbers tell the story
How we delivered it
A 5-week build, in two coordinated tracks
- Discovery & Catalogue Planning
Catalogue PlanningMapped the full product catalogue across all teams and categories, defined the site architecture for Men, Women, and Kids segments, and agreed on data entry standards for licensed merchandise. Scoped multi-currency and international requirements.
- Design & Wireframes
Created wireframes for the homepage, team/category landing pages, and individual product pages. Design direction aligned with the All Blacks’ bold, iconic brand identity — clean, dark, and premium.
- E-Commerce Development
Built the full e-commerce site with category structure, product page templates, navigation, multi-currency support, and mobile-responsive layouts. Integrated cart, checkout, and returns policy pages.
- Testing, launch & handover
Populated the entire product catalogue — descriptions, categories, sizes, pricing, and images — across all teams and audience segments. Reviewed and refined all product pages for accuracy and brand consistency.
- QA, Testing & Launch
Full cross-browser and device testing, checkout flow QA, currency switcher verification, performance checks, and go-live. Handed over with documentation for the team to manage ongoing catalogue updates.
Project gallery
A look at the build
