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The Greats Brand: showing how to sell shoes online

If you love fashionable footwear this site provides great aesthetics and a polished e-commerce solution

There may be degrees of fascination, but it’s likely we’ve all found ourselves fetishising trainers at some point. Some go crazy trying to keep new ones pristine, while limited edition pairs can often be traded by collectors for some big money.

This catalogue site for ‘sneaker’ brand Greats really caters for that experience, lavishly presenting their shoes with beautiful, glossy photography. The product range itself comes courtesy of a duo from Long Island, while the site also originates from New York agency Wondersauce.

Built on the popular eCommerce platform, the main page template is a 3 x 2 responsive grid of rollover images for each of the key shoe designs. Photographed simply but stylishly against basketball court flooring, the bright and bold feel sets a tone for the content within. Most notable are the sub-pages that blend together the more quirky shots and offer a literal breakdown of the raw materials making up each shoe.

“There was never a moment where we didn’t think about throwing the user directly into the product catalogue,” explains Wondersauce founder and creative director Eric Mayville. “This led to a beautifully simple homepage of products that drives the user right into the pair that they would soon have on their feet. Shopify was tremendously helpful as an eCommerce solution for this experience. It let us focus on creating a design that funnelled our users effortlessly from mere curiosity through to purchase.”