U.S. Figure Skating Merch Store | SwagShops Case Study

The Edge — an official fan and athlete merchandise store organised around programmes, teams and causes rather than a single product list.

The challenge

A national governing body doesn't have one audience — it has many. U.S. Figure Skating needed to serve competitive skaters, coaches, officials, collegiate and high school programmes, Learn To Skate USA families and proud parents, plus event-specific and cause-related merchandise. A flat product list would have buried most of it.

The solution

The Edge is structured as a collection-first store. Each programme, event and audience gets its own collection, so a coach, an Aspire parent and a National Showcase attendee each land on a range that was built for them, while the underlying catalog stays shared.