Fly Sports
Case Study: Rebuilding the pre-purchase journey for a premium brand experience
Fly Sports already had their core pre-purchase flows in place, but the experience didn’t fully reflect the brand's visual identity. We came in to rebuild those flows and create a more premium, brand-aligned lifecycle system.
Our Approach
We conducted an in-depth audit and rebuilt the pre-purchase experience across the welcome, added to cart, site abandonment, browse abandonment and checkout abandonment flows.
The new emails moved away from static, image-heavy templates and towards a more modern HTML email structure, including real text blocks, clearer content hierarchy, reusable sections and improved mobile readability. The design system was brought closer to the website by aligning typography, buttons, spacing, layouts, and visual cues, so that all emails rightfully felt like they were part of the same brand ecosystem.
Our approach also included consolidating Fly Sports’ Klaviyo setup from four regional accounts into one unified umbrella structure to provide a more scalable foundation for testing and adapting components across markets.
Every design decision here was connected to how the brand needed to show up at moments when their customers were closest to buying.
The Brief
Fly Sports is a premium boxing equipment and sportswear brand with an established email presence. Their pre-purchase automations (welcome, browse, cart, and checkout flows) needed updating to better align with the brand messaging of their website and other digital channels.
We identified that these flows had become disconnected from their current visual world, including the typography, tone of voice, and visual assets used to portray the brand. The client had previously operated across several regional Klaviyo accounts, which was preventing efficiency as they scaled.
They needed to reinforce brand trust and product positioning in their email marketing to improve conversions.
The Outcome
Following the launch of the rebuilt flows in mid-January 2026, there was an obvious improvement in pre-purchase performance. In four months, conversion rates increased by 27%, while revenue per recipient increased by 41%. This is proof that the quality and consistency of the email experience at high-intent moments can materially influence whether a browser becomes a buyer.
41%
increase in Revenue per Recipient in 4 months
27%
lift in conversion rate since
pre-purchase flow redesign