Finish Line & JD Sports
Digital Experience & Photography Built to Last
The Challenge
In 2017, Finish Line needed a responsive ecommerce website, and a UX foundation strong enough to differentiate against competitors selling the same footwear brands. When JD Sports — a UK brand with limited US sophistication at the time — entered the US market, that same foundation needed to carry an acquired brand into a new market credibly.
The Approach
Directed and designed the responsive UX/UI rebuild of finishline.com, with a style guide built to propagate across every digital touchpoint
Contributed to the strategy and origination behind the “Art of Sport” brand platform, which was the guiding set of principles by which all brand and creative was measured against
Owned studio photography standards for footwear — consistent angles, realistic shadow use for genuine dimensionality, showcasing features of the footwear and accurately portraying the product details
Introduced on-model lifestyle photography to convey the feeling of the product in use, a real point of differentiation at the time
Extended that same design foundation, creative strategy, and photography standards to launch JD Sports' US digital presence when the brand entered the US market
The Result
The finishline.com and jdsports.com experience is still largely in use nearly a decade later. JD Sports' US brand has continued to evolve since acquisition — evolution that traces back to the foundation established here.
Website UI designs from 2017
