We built SPORTMASTER’s ecommerce powerhouse

When we teamed up with SPORTMASTER in 2013, their ambition was clear: The best webshop in the country, and a full omnichannel transition. Two years later, they won gold for best omnichannel business. Together, we continue to pursue new venues to deliver even better customer experiences. 

The Purpose

SPORTMASTER is easily Denmark’s biggest sport-retailer. A position earned over more than 30 years of dedicated work to bring sporty Danes the best service and gear possible. To them, being the biggest means an obligation to constantly improve their customer's experience, both online and in their stores. As their long term digital strategy partner, we sat down together, and devised a devilishly clever plan to bring their digital and physical universe together. We’re eager to present SPORTMASTER 2.0 and the new SPORTMASTER Instore concept.

The Approach

Both the SPORTMASTER 2.0 site and the Instore concept are developed as part of their omnichannel strategy, to deliver the same superb customer experiences across any device. To do this, we created a design that would easily accommodate both platforms, and developed these platforms to perform perfectly even during peak periods. We designed the UX to give the users a feeling of tapping into one collected universe. We did that rather than separate it, presenting one SPORTMASTER across all platforms seamlessly. 



The SPORTMASTER 2.0 is their new ecommerce powerhouse. The platform is built on Drupal 7 and in React, to ensure incredible performance and to give the users that app-feeling. This also enables immediate site response and updates. The site architecture is also designed to enable the editors to quickly create and update content in a perfectly flexible grid.  


When we create new features we always strive to make it as easy as possible for the editors who’re going to use it. We’ve built a smooth-working website, that responds immediately, and we’ve given the editors the means to manage every single detail, which gives the customers a much better experience.

Andrius Prudnikovas
Developer, Adapt


It was vital that the UX of the site was easily reflected in the Instore concept app. This meant we had to develop the UX in tandem for both platforms. The result is a recognizable and interactive interface, that allows for easy navigation, that logically guides the user through the purchase-flow.


For the design we created a universe of inspiration with a unique and recognizable style. It was easily adaptable to both platforms and visually reflected the physical stores. Lastly, it would mesh with the UX we set up. All the while, we wanted the site to retain a flawless purchase-flow, that guides the user visually through the entire experience. 



The Instore concept is based on a series of 42” tablets, to which we developed a native app, that has access to the entire SPORTMASTER product portfolio, as well as the local stores. We built it as a native app to enhance the user experience, with impressively short loading time, and made it very easy to use, for the customer, and keep updated for the SPORTMASTER staff. 


UX & Design

In close collaboration with SPORTMASTER we designed their new Instore screens, to add an interactive dimension to the shopping experience in their stores. We designed the screens to match the aesthetics and UX of both website and physical store, giving all their touchpoints the same recognisable interaction style.  



The solution is first and foremost designed and developed for the stores, but it is also based on data and knowledge from sportmaster.dk. The stores have expanded their product range, and the employees have now got a tool to inspire and guide their customers even better than they could before. 

Anders Skov Pape
Creative Director, Adapt 

The Solution

Our close strategic partnership with SPORTMASTER, that has taken them through a full omnichannel transition, was key to executing these projects successfully. Working closely with the SPORTMASTER team, we delivered a website and Instore concept. A concept that unfolds SPORTMASTER’s ambition across all digital channels, and unites this digital transformation with their physical stores. With them, we’ve created an experience that outshines anything else on the market, and we’re just getting started.  




With Adapt as our digital partner, we’ve achieved a full omnichannel transition in just a few years. Now, with the launch of the new site and Instore concept, we’re taking our digital ambition to the next level, and we can highly recommend Adapt as a digital partner. 

Aleksander Due-Rasmussen
Ecommerce Manager, SPORTMASTER


increased turnover with new webshop


increased conversion rate


increase in loyalty program users

Like what you see?

Then let’s get together, and talk about the wondrous things we could achieve.

Drop us a line, and let’s take it from there.