Chalk Talk Sports

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chalk talk sports X PRAELLA

ChalkTalk Sports came to us with a challenge as big as their legacy. Since 1995, they had been hand-packing orders and custom-building their own tech, but their Salesforce Commerce Cloud setup had become a bottleneck of expensive maintenance and manual effort.

They needed to migrate to Shopify Plus to empower their marketing team and unify three distinct brands, ChalkTalk Sports, Gone For a Run, and Lululax, under one digital roof while still letting each brand have its own look, feel, and homepage.

strategy

Three Brands, One Cohesive Playbook

Managing multiple identities under one roof requires a platform that does more than just look good; it has to perform. We leveraged the flexibility of Shopify Online Store 2.0 to run a "3 stores in 1" experience. Each brand maintained its own dedicated homepage, navigation, and color palette, yet lived under a single umbrella. This allowed the team to manage everything in one place while ensuring customers always felt like they were in the right locker room.

LEVERAGING THE SHOPIFY ECOSYSTEM

Modular Control Without the Code

To keep up with a highly seasonal business, we replaced technical debt with modular freedom. We designed and developed over 30 custom content blocks that the team could replicate and rearrange across the site. This empowered them to quickly spin up hundreds of pages for tournaments and holidays without ever needing a developer. It’s a setup designed for speed, SEO, and the ability to pivot as fast as the next season arrives.

BUILDING WITH PURPOSE

Personalized Merchandising in the Cart

We believe that tech should assist the customer journey, not clutter it. We built a custom, brand-aware cart experience featuring dynamic promo banners. Depending on what a shopper adds to their cart, the system displays relevant, personalized offers that match that specific brand’s identity. By making promotions more relevant and the checkout smarter, we turned a standard transaction into a high-engagement revenue moment.

strategy

Three Brands, One Cohesive Playbook

Managing multiple identities under one roof requires a platform that does more than just look good; it has to perform. We leveraged the flexibility of Shopify Online Store 2.0 to run a "3 stores in 1" experience. Each brand maintained its own dedicated homepage, navigation, and color palette, yet lived under a single umbrella. This allowed the team to manage everything in one place while ensuring customers always felt like they were in the right locker room.

LEVERAGING THE SHOPIFY ECOSYSTEM

Modular Control Without the Code

To keep up with a highly seasonal business, we replaced technical debt with modular freedom. We designed and developed over 30 custom content blocks that the team could replicate and rearrange across the site. This empowered them to quickly spin up hundreds of pages for tournaments and holidays without ever needing a developer. It’s a setup designed for speed, SEO, and the ability to pivot as fast as the next season arrives.

BUILDING WITH PURPOSE

Personalized Merchandising in the Cart

We believe that tech should assist the customer journey, not clutter it. We built a custom, brand-aware cart experience featuring dynamic promo banners. Depending on what a shopper adds to their cart, the system displays relevant, personalized offers that match that specific brand’s identity. By making promotions more relevant and the checkout smarter, we turned a standard transaction into a high-engagement revenue moment.

Founded in 1995 in a Connecticut garage, ChalkTalk Sports was born from a family deeply immersed in the youth sports world. As a "hockey mom" traveling to tournaments with her three sons, Julie saw a need for apparel that truly captured the heart and spirit of the game.

Today, they remain a family-owned and operated business dedicated to celebrating the strong bonds, character, and lifelong memories built through sports.

ChalkTalk Sports offers high-quality sports apparel and unique gifts across a massive range of disciplines, from hockey and lacrosse to pickleball and wrestling. Through their sister brand, Gone For a Run, they also provide runner-designed gear and an inspiring virtual race series that connects thousands of athletes nationwide. Every product is crafted to speak to the "soul of sport," helping fans and players alike rep their lifestyle with pride.

Quality, Start To Finish

Same heart, new playbook. For ChalkTalk Sports, moving to Shopify Plus wasn't just about a fresh coat of paint; it was about building an engine that could handle hundreds of thousands of products and customer records with zero friction. By combining three distinct brand experiences into one efficient, scalable system, we’ve created a digital foundation that is ready for the next season of growth and every season after that.