Beat Everybody was born after the U.S. Women’s National Team’s 2019 World Cup win, co-founded by soccer stars Alex Morgan, Kelley O’Hara, and Allie Long. What started as a small merch drop needed to become a full-fledged fan-first lifestyle brand. My role: build an e-commerce experience that could handle viral traffic, celebrate the players’ voices, and grow into a scalable business capitalizing on multiple global tournaments.

I led the UX strategy and Shopify relaunch for Beat Everybody, repositioning the brand from a simple merch line into a premium, conversion-focused storefront. Working alongside the athletes, I helped structure a system that allowed for rapid product rollouts, seasonal campaigns, and high-traffic launches aligned with global sports events like the Olympics and World Cups.

• Created mobile-optimized PDPs that leaned into storytelling, layered visuals, and fan-first copy.
• Designed email capture and product drop flows to build urgency and maximize high-interest moments around the World Cup and Olympics.
• Used modular templates to allow for fast iterations and customizable campaigns and product launches.
• Streamlined navigation and introduced bundling/discounting flows to increase AOV.

During major events, e-commerce brands often see traffic spikes of 200–400%, and mobile-first design is critical since most sports fans browse and buy on the go. Fan-centered UX and urgency tactics consistently drive conversion especially when paired with social momentum and national pride.

The redesign helped Beat Everybody scale from a couple of sweats & tees to a 40+ SKU brand. During Olympic competition, traffic surged and led to major sales spikes. Campaigns generated hundreds of thousands of impressions, and the site handled it all without a hitch. The brand grew beyond merch into a full fan movement built on female empowerment and momentum.