Tor Sports / Consumer growth
Tor makes football shirts with stories that reach beyond the clubs wearing them. We worked across its product data, customers, brand, website and launch plans to give that demand a clearer route to a first sale and a reason to come back.
See the work
Football shirts / Club teamwear / Consumer growthThe brief
Tor sells teamwear to clubs and shirts directly to fans, collectors and people drawn to a design. Those customers do not all buy for the same reason. With limited budget, weak repeat purchase and product records that were difficult to analyse, the first job was to understand what was already selling and to whom. The second was to turn that knowledge into a workable growth plan.
The foundation / completed
We worked through 527 product lines, standardising inconsistent names and SKUs by club, season, garment and size. Club packs were separated from individual garments; uncertain matches were flagged for review. That gave Tor a reusable product map rather than another one-off spreadsheet.
With the product map in place, we examined historical orders by product, club and customer. We looked at repeat buying, multi-club purchases, collectors and customers buying shirts beyond their own club, so the consumer plan could be based on behaviour rather than assumptions.
We translated that analysis into customer groups and outreach routes: loyal club buyers, collectors, one-time shirt buyers and people whose purchase suggested a broader interest in football shirts. Each group needs a different reason to hear from Tor again.
A small example of the work
A product described differently across orders cannot reliably tell you which club or shirt is growing. The mapping structure turned an order export into a consistent record, with ambiguous lines kept for human review. This is a redacted illustration of the fields, not customer or sales data.
Club shirt · 2026/27 · Away · Short sleeve · Size L
The working map also separates product ranges and flags records needing manual review.
The follow-up and launch plan / designed
We built a practical plan for what happens around and after a purchase. It connects customer data, launches, creative, channels and profit measurement, so Tor can test what earns attention and what earns another order.
Selected Klaviyo and designed permission-aware customer segments, first-purchase follow-up, next-shirt recommendations, collector previews and re-engagement. The work included example messages, timing, exclusions and measures; with clear messages, timing, exclusions and measures ready for activation.
Put the data, email permissions, product pages, creator outreach, launches and reporting into a 90-day plan. Each week has clear actions, tools, costs and examples.
Set out how to track orders, repeat purchases and what is left after the cost of making, sending and promoting each shirt. The aim is to know which activity merits a bigger investment.
Brand, campaigns and commerce / developed
We shaped the consumer direction around “Every shirt has a story”: the club, place, design and people behind a kit can matter to someone who has never watched the team. We developed launch and content routes spanning club channels, creators, editorial, organic social and TikTok Shop, with a distinct journey for retail discovery and for club teamwear.
The campaign work includes One More Year, a proposed collection bringing the stories of former clubs back for one more season, and concepts for the Keys Drop and other culturally relevant shirt launches. These are campaign and business plans, ready to be tested and developed into live launches.
Club story → shirt desire → the right buyers → a clear way to buy.
Campaign concepts and launch routes are ready to be taken into market.The website and product pages / planned
We planned a mobile-first store structure that gives key drops proper prominence, while keeping club teamwear and consumer collections easy to navigate. The work included a website redesign brief and prototype direction for the next build.
We specified stronger product storytelling alongside the practical details buyers need: design origin, front and back views, fit, availability, delivery and a clear purchase action.
We drafted a system for launch briefs, creator selection and outreach, club and editorial routes, campaign examples and a scorecard. It gives Tor a way to prepare each drop and learn from it.
Where this stands
The completed work covers product mapping, historical sales and customer analysis, customer groups, campaign and creative concepts, website direction and a detailed 90-day growth playbook. The completed work gives Tor a connected growth system to put into practice: better product data, clearer customer groups, CRM journeys, launch plans and commercial measurement.
For another business, the approach is straightforward: understand what people buy, make the next purchase easier, and only then decide where more spend can help.
Customer insight