Tennis Goat 100
Launching a tennis enthusiast brand with a comprehensive e-commerce integration and content tools.
Client
Tennis Goat 100
Services
E-commerce, Web Development
Year
2025
Context
Tennis Goat 100 (TG100) is a brand for tennis enthusiasts, with a mission to definitively rank professional tennis players across all eras. The brand also produces tennis-related content and offers branded merchandise for sale.
The team set out to build a website that could support their growing content and commerce needs. After experimenting with no-code builders like Webflow and running into limitations, they contacted us. After an initial discovery call to align on goals, requirements, and timeline, we partnered with TG100 to bring their idea to life.
Approach
TG100 worked with an in-house designer, and we collaborated closely throughout the design process to provide feedback and technical guidance, resulting in a visually stunning and user-friendly website.
Key Features
- Integrated newsletter system
- Custom Content Management System (CMS)
- Custom Shopify Storefront
- Optimized Performance & SEO
Creating a brand-native shopping experience
The client was open to different e-commerce integrations, but prioritized simplicity, reliability, and low transaction fees. We evaluated multiple approaches, from platforms like WooCommerce to fully custom solutions, and ultimately recommended Shopify for its leadership in small and medium-sized business space and ease of use.
To ensure the shopping experience felt consistent with the brand, we went beyond Shopify's standard storefront customization. We achieved consistent branding and creative control by building a custom storefront using Shopify Hydrogen.
Shopify Hydrogen enabled us to leverage Shopify's powerful features and tools (products, carts, checkout), while maintaining brand identity. The result was a fast, seamless, and fully custom e-commerce experience for Tennis Goat 100.