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Digital personalisation comes to retail with Nike and Ultra Football

  • What we did
  • Research
  • Strategy
  • Brand Communication
  • UX & UI
  • Web Development

Pushing the boundaries of retail innovation

Over the years, Nike has cemented its position as one of the most innovative retail brands, constantly pushing boundaries and embracing the latest technologies.

Their focus on understanding and meeting the ever-evolving needs of consumers has enabled them to consistently introduce game-changing products and experiences. From their revolutionary Flyknit tech that transformed the world of athletic footwear, to their seamless integration of digital platforms, Nike continuously redefines what it means to be a modern retail brand.

Having seen our immersive digital experiences at ACMI, the Partnership Transformation Team at Nike approached Liquorice to evolve the customer journey for one of their partners, Ultra Football.

As the #1 destination for football (soccer) fanatics in Australia, Ultra Football has redefined the specialised retail market.

Their uniqueness lies not only in being a retail store but also a hub of football experiences. Customers can shop, dine at the in-store cafe, enjoy a kick around on the indoor pitch, play FIFA, have a jersey personalised at the Customise Zone, or test their skills on an interactive Nike goal-kicking game.

Nike approached Liquorice to design and build an innovative, holistic online to offline (O2O) customer experience with Ultra Football.

After some initial collaboration with Nike, we did a deep dive into the ecosystems of Ultra Football, uncovering the challenges they faced across their core focus areas.

The team at Ultra Football aimed to increase in-store traffic and online memberships by providing more value to their customers. When it came to potential solutions, our brief was wide open, giving us a huge opportunity to understand the Ultra Football customer and their needs, and to create an immersive and personalised retail experience.

Our process was human centred design — at its best.

Embracing the power of data analytics helped us uncover key consumer insights, allowing us to identify customer preferences and behaviours. This enabled Ultra Football to confidently consider personalised recommendations and targeted marketing campaigns across a number of channels.

We recruited and interviewed users who represented our four key audiences:

  • Players
  • Fanatics
  • Parents
  • Club admins

We synthesised findings, identified patterns and themes, and extracted key insights to grow our understanding of each persona, giving us further confidence in our chosen solution.

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Having revealed problem areas and aspirations for both consumers and the business, we moved into prototyping solutions. 

Together with Nike and Ultra, we workshopped concepts and developed briefs for a number of projects, including what ultimately became the Boot Finder experience.

The outcome

By pairing digital innovation with user-centred design, we created a seamless and engaging shopping experience for customers, ensuring they feel connected to Ultra Football and Nike both online and offline.

The outcome reflects Nike's commitment to pushing the boundaries of retail, and our strategic methodology.

The in-store interactive kiosk builds on customers' interactions with Ultra staff by offering deeper product insights and recommendations.

Completing the Boot Finder quiz on the in-store kiosk triggers an immersive recommendation, animated on the Boot Wall.

Assets and storyboards were developed by us, with animation from our friends at Dirty Puppet.

“A big thumbs up to Liquorice for all their incredible work elevating the consumer experience for the Nike brand and on behalf of our retail partners. One of Liquorice’s greatest strengths is their ability to develop strong human connections, helping them to understand their stakeholders needs. Leaning into this approach has allowed them to deliver on everything from impactful, productive workshops to developing a robust strategic direction, always informed by data and insights. This has all culminated with some first class products being developed and released into market that have resonated with the target consumer and already driving strong results. We couldn’t be happier with Liquorice’s work - always fun to work with and an agency that truly delivers.”

— Luke Harry, Partnership Transformation Director, Nike

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What's next?

Since completing the Boot Finder and Boot Wall experiences for Ultra Football, we’ve also made major enhancements to their membership program ‘Ultra Rewards’, where customers earn points for every dollar spent, and redeem in-store or online. We’re also helping to enhance the customer experience of ordering custom Club Kit. 

So, keep your eyes peeled for more soon.



Strategy Consulting

Digital Consulting

Design Research

User Research

Workshop Facilitation

Workshop Planning

Digital Strategy

UX Design

Front-end Development

Digital Direction

Creative Direction

UI Design

Back-end Development




Digital Design

Graphic Design


Project team

Jayne Halsey: CX, UX, and UI Direction

Emerald Cowell: Digital Strategy

Molly Edwards: Project Management

Matthew Storey: Technical Direction

Shane Loorham: Creative Direction

Steve Mitchell: Design

Madeleine Baud: Copywriting

Dirty Puppet: Animation

Olly Evans: Football Spinning

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