Beat Everybody
Overview
Beat Everybody launched as merch after the USWNT's 2019 World Cup win, co-founded by Alex Morgan, Kelley O'Hara, and Allie Long. I led UX strategy and the Shopify relaunch, rebuilding it into a scalable, fan-first storefront built to grow across five years of tournament cycles.
The Challenge
A World Cup merch drop needed to become a real business — one built to survive traffic spikes around major tournaments, carry the athletes' voices authentically, and scale product beyond a handful of SKUs. The brand had a viral moment; it didn't yet have the infrastructure to compound it.
The Solution
I rebuilt the storefront around modular templates, so seasonal campaigns and new drops could ship fast around Olympic and World Cup windows without a rebuild each cycle. PDPs leaned into fan-first storytelling and layered visuals, while streamlined navigation and bundling/discount flows were built specifically to lift average order value.
The Result
Beat Everybody scaled from a two-SKU drop to 40+ products. Five years in: 1M+ sessions, 89% mobile, ~56% returning-customer rate.
