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