Maier Sports

Branded eCommerce
Shop Usability Award Shop Usability Award

Reinventing a brand digitally.

What we did
Branded UX Concept
Digital Brand Identity
Design Vision
Concept Production
Design Production


When Maier Sports approached us, they had a clear request: to give their online shop,, a fresh, brand-relevant look. Our team took on the challenge of redesigning the front-end of an existing shop system. This task presented us with two key challenges to tackle.

We faced the challenge of creating a digital brand identity for Maier Sports that would stay true to the brand's core values and reflect its identity in the offline world. Our goal was to showcase our products in their natural environment and create an emotional connection with customers that captured the outdoor experience 100%.

Another challenge was not having our own checkout in the shop, which required us to partner with WHS to create a seamless shopping experience.


To create a digital brand identity that captured the essence of Maier Sports, we started by examining the brand's core values of MOVE, UNITED, TRUE. These values guided our design decisions and helped us create a sustainable digital design language that was true to the brand. We derived design principles such as multidimensionality, rounded corners, and settled colors from neuromarketing patterns and current design trends, which helped us to create a UI that was visually appealing and user-friendly. By reflecting and challenging these values with all stakeholders of Maier Sports, we were able to create a comprehensive approach to the brand's digital identity.

When it came to the checkout process, we wanted to make it as simple and effortless as possible for customers. Our approach was to create a digital sales assistant that would guide customers through the process and provide them with relevant information to ensure comprehensive advice. This allowed us to provide an emotional connection to the products and create a seamless shopping experience for customers.

Digital Brand Identity (DBI) in action

When it came to showcasing Maier Sports' products, we knew that we had to take things up a notch. We wanted to bring the great outdoors to your screen with generous pictures and videos that would make you feel like you were right there with the product in its natural environment. And let's be honest, seeing those products in action makes you want to hit the trails yourself!

Our design team also took a multi-dimensional approach to the user interface, using rounded corners and subtle shadows in teasers to encourage interaction and engagement. We even went so far as to add different heights to the teaser areas of the stage slider, not just to add some much-needed dynamism to the interface, but also to pay homage to the collage theme that Maier Sports often used in their offline communication. Bringing the CI online has never looked so good ;)

"With the design of the Maier Sports website, SAGA has perfectly translated the realignment of our brand into the digital world. The website now offers a varied user experience with focus on the core brand values."

– Martin Klapczynski, Online Marketing Manager, Maier Sports

The great outdoors to your fingertips

With mobile users on the rise, our mobile-first approach was inevitable. With rounded corners, slick animations, and buttons perfectly placed for your thumb, browsing and buying Maier Sports products on your phone is an adventure in itself. We've also made sure to stay true to our offline CI by making the shopping cart button the star of the product detail page and mirroring the shape and curves of the Maier Sports logo box. We believe that shopping is not just about adding things to your cart, but also about learning and experiencing the outdoor world. That's why we've made sure that our product detail pages are not just a place to buy, but also a place to explore. Our content commerce approach allows you to dive deeper into the product, learn about its features, and see it in action. So get ready to shop 'til you drop (your phone)!


With our new brand-relevant digital identity and emphasis on showcasing products in their natural environments, we're confident that Maier Sports will make you want to ditch your couch and venture into the great outdoors. And with our mobile-first approach and emphasis on content commerce, we'll be with you every step of the way, providing not just products, but also the advice and information you need to make the most of your outdoor experiences. So what are you waiting for? Grab your gear and let's get moving!