Man next to tree wearing Admiral Sports Crystal Palace FC jacket

Admiral Sports

Shopify & SEO migration for the UK's most nostalgic sportswear brand

  • +557% Uplift in organic revenue
  • +351% Uplift in organic traffic
  • +32% Site speed increase

Project overview

Admiral is a renowned British sports brand with over 100 years sporting heritage. Credited with creating the branded replica football kit
marketplace in the early 1970's, Admiral are the originators of a multi-billion-dollar industry.

Their logo has adorned the chests of the England football team, Manchester United, Leeds United, and many more legendary clubs throughout the world.

Admiral have also created jerseys for Cycling, Cricket, Rugby and Olympic teams, including winning teams of the Tour de France and the Ashes.

Admiral required a considered multi-site platform migration to a single Shopify store, mitigating the risks of organic visibility decline during the project. Paid media support was also required to support the re-launch, taking D2C business growth to the next level.

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The brief

Admiral wanted to bring their 'lifestyle' and 'performance' labels into one new Shopify store.

The new eCommerce store would need to cater for two distinct user journeys; Performance – linking to licensed products, and Lifestyle – accounting for retro, gold, essentials, and authentic sportswear.

Herd proposed a multi-site migration, consolidating disparate properties into one Shopify store, with custom theme design, ongoing SEO, and paid media support from re-launch.

Key objectives

  • Consolidate disparate websites ( and into a single Shopify store
  • Conduct a robust SEO platform migration of all products and data
  • Develop a custom Shopify Theme, with design refresh throughout
  • Develop an easy to use and time-saving content management system, allowing for content changes by Admiral staff
  • Activate marketing channels, providing ongoing support for SEO & paid media to help drive traffic and business growth post launch
sweatshirts product page
Admiral sports homepage on mobile
Admiral and Bob Marley green and yellow football shirt

"We decided to move all our websites onto one single domain using the Shopify platform. Herd were there for us during every step of the process. They were able to explain merging domains, working on SEO and finally the overall build.

The design work and final website work brilliantly, with a smooth transition over to the Shopify platform. Would highly recommend".

Theo Hamburger Sales & Marketing, Admiral

Project highlights

SEO audit and migration from WordPress to Shopify, mitigating organic search visibility decline, whilst integrating existing stores.

Custom override for licensee links to performance products. Using Shopify’s localisation to allow Admiral to change product forms based on customer location.

Use of 'sections' (component based design), allowing Admiral staff to add / build any new page with ease - empowering the end-user to do more in-house in the future.

We also implemented custom quick view, allowing customers to view products in more detail from the collection pages.

Implementation of the latest CookieBot to align with Google's paid advertising rules.