ean O’Malley is a highly accomplished and talented bantam-weight UFC fighter. As eccentric as he is lethal, “Sugar” Sean has steadily become one of the biggest names in professional fighting. Flaunting a colorful bad-boy attitude and a fondness for all things 420, Sean has earned respect in and out of the ring. 

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APPROACH

In commemoration of his primetime bout at UFC 252 on August 15th in Las Vegas, Sean offered 100 of his most-loyal fans the chance to take home a custom professional-grade Suga basketball jersey.

That’s where we came in.

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WORK

// APPAREL DESIGN + CUT & SEW SOURCING//

To honor his Irish heritage and high leaning politics, the nug-green jersey featured white, tackle-twill-stitched lettering and a four-leaf clover jersey patch. Limited edition, woven tags were stitched on the bottom, emphasizing each jersey’s authenticity.

We also created one-of-one jerseys for Sean’s wife and their newborn, with backs reading “Suga Momma” and “Lil Suga” respectively. 

The product was LOUD. Just ask Snoop Dogg — he copped jersey #00...

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// WEB //

Lastly, we designed and managed the Shopify store for the product release and handled all order fulfillment. 

RESULTS

The project was a huge success. All jerseys sold-out within 38 seconds of the site going live — the rapid influx of over 300k web visitors temporarily crashed Shopify’s North American servers.

The day following the jersey sale, Sean decided to hand-pick 3 additional jerseys to autograph and auction off to the highest bidders. The Suga Show fans showed up. The three jerseys sold for upwards of $2k-a-pop.

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