Work / Foundry Athletic
A storefront as fast as the athletes wearing it
Headless Shopify rebuild for a DTC performance-apparel brand — product pages that render in under a second on mid-range Android, where their customers actually shop.
- Category
- E-Commerce
- Shipped
- November 14, 2025
+48%
Mobile conversion
0.9s
Product-page LCP
31→6
Third-party scripts
Challenge
Foundry's Shopify theme carried six years of app scripts. Product pages took 6.4 seconds on the mid-range Android devices that made up 61% of their traffic, and every flash sale crashed into a wall of abandoned carts. The brand sold speed; the store contradicted it.
Solution
A headless rebuild: Next.js storefront on Shopify's Storefront API, with product, collection, and cart as the three templates that got obsessive attention. We cut third-party scripts from 31 to 6, moved reviews and UGC into the build pipeline, and rebuilt search around how athletes shop — by activity and fit, not product taxonomy.
Result
Product-page LCP dropped to 0.9s on target devices. Conversion rose 34% overall and 48% on mobile. The next flash sale set a company revenue record without a single infrastructure alert.