Helping Sub 70 Conquer the Digital Fairway
E-Commerce UX Transformation & Digital Brand ActivationTo support Sub 70 USA's strategic pivot to a purely digital, direct-to-consumer model, our agency overhauled their entire digital presence. By completely re-architecting their e-commerce UX, establishing a distinct visual identity, and launching a comprehensive multi-channel marketing campaign, we transformed the brand from an emerging apparel line into a highly engaged, frictionless lifestyle hub for the modern golfer.
CHALLENGE
Sub 70 originally planned a dual retail and e-commerce distribution model but ultimately shifted to an exclusively digital strategy. This pivot meant their website had to do all the heavy lifting to generate revenue. However, their existing site lacked intuitive navigation, forcing users to "hunt and peck" without robust search or filtering capabilities. Furthermore, major competitors like Nike and Adidas were heavily dominating organic search and direct traffic. Sub 70 desperately needed a frictionless e-commerce platform that prevented shopper "dead ends," alongside a high-impact digital marketing strategy to build brand awareness and loyalty from the ground up.
RESULTS
Our digital activation yielded immediate, highly targeted social traction and brand visibility. Within just a few weeks of strategy implementation, the brand's weekly total Facebook reach surged by 7,133.33% (reaching 1,953 unique users), while page likes jumped 11.11%. By optimizing our social channels and cross-linking Instagram content to Facebook, key campaign posts achieved a highly engaging 5.83% virality rate. Synchronized efforts successfully established an active community of 827 Twitter followers and drove steady daily growth on the newly launched Instagram platform.
Sub 70 is a direct-to-consumer golf equipment and lifestyle apparel company. Founded with a progressive, fearless approach to golf fashion and high-quality, custom-built clubs, the brand eliminates traditional retail markups to provide premium equipment at competitive prices.
APPROACH
MARKETING
Our design team developed a fresh, contemporary, and engaging digital interface that seamlessly married the brand's progressive European roots with a modern American sensibility. We created 2-3 unique creative approaches before rolling out a unified, device-appropriate design across the home page, category pages, and product detail screens. To foster deep brand engagement and drive referrals, we initiated a blogger outreach program connecting with 10-15 influential golf bloggers to amplify the brand's reach. Additionally, we implemented a robust email marketing strategy, capturing customer data on the new site and creating custom templates backed by a 12-month editorial calendar to nurture long-term loyalty.
We deployed a targeted SEM media plan to capture categorical keywords and integrated an aggressive Facebook advertising strategy designed to systematically build the fan base. This paid approach was supported heavily by coding the new site with SEO best practices for long-term organic search growth.
APPROACH
WEBSITE
We overhauled the Information Architecture (IA) based on top e-commerce best practices, transitioning the site to a responsive Magento platform accessible across desktops, tablets, and mobile devices. Modeled after industry leaders like Zappos, we introduced multi-faceted sorting and filtering (by size, price, color, style, and occasion) to actively guide the consumer journey and prevent frustrating dead ends.
APPROACH
PHOTOGRAPHY
We redefined the brand's visual tone to break away from stiff, traditional golf imagery. The new art direction focused on authentic lifestyle moments, capturing people being themselves in real-life situations with dynamic movement. We applied a signature editing style featuring low saturation, high contrast, and high brightness, utilizing tight framing and deep focus for lifestyle shots, as well as stylish "clothes laid out" wardrobe compositions to highlight the apparel.
