AIVY

E-Commerce & Customization

AIVY is a French sportswear brand specializing in customizable basketball jerseys, shorts, and club equipment. We developed their e-commerce platform with advanced product personalization features to help teams, clubs, and athletes order 100% tailored gear.

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aivy.fr

CASE STUDY

The context

AIVY is a French sportswear brand specialising in customisable basketball jerseys, shorts, and club equipment. The customer base splits into two profiles: individuals who want a jersey printed with their name, and amateur or semi-pro clubs ordering in bulk for a whole team. Each profile has its own funnel: the individual configures online and pays at checkout, the club goes through a private shop with its own pricing and a locked catalog. The project covered the main e-commerce site plus the club-shop system integrated into the same WooCommerce.

The challenge

The product configurator is the heart of the business: model choice, primary colour, secondary colour, logo placement, player name and number, size per player. Bad UX here loses the customer immediately. On the club side, each club has its own sub-catalog (its colours, negotiated pricing) and its players must be able to order individually without seeing other clubs' prices. Technically this enforces access rules, a club-code system, and carts isolated per club.

Our approach

WordPress + WooCommerce with custom plugins rather than an off-the-shelf personalisation builder. The configurator was built specifically for basketball jerseys (the technical model of sublimation, the graphic constraints of printing). For club shops, a private-link + club-code access system isolates one club's orders from others, with a personalised club landing page (logo, colours, president's message). SEO worked on precise commercial queries ("custom basketball jersey", "basketball club gear", "sublimation basketball shorts") where French competition is low.

The outcome

The platform is live with both funnels (individual + club) coexisting on the same store. Basketball category pages rank on their target keywords, bringing a steady stream of individual requests. On the club side, several French amateur clubs use their private shop to equip their players without going through a traditional supplier. The client manages catalogs and seasonal promotions on their own.

KEY PAGES