Wilson Sporting Goods

Overview

Wilson Sporting Goods, a global leader in sports equipment and apparel, needed an eCommerce experience that could match the speed and precision of its products. As customer expectations for seamless online shopping grew, Wilson recognized the need for a more responsive and efficient digital storefront. Their existing platform required improvements in performance and scalability to support future growth without causing major disruptions to their operations. Enter Adobe Commerce with Adobe Commerce Storefront, aka Edge Delivery Services (EDS) storefront and Luma Bridge, developed by Atwix—a powerful combination that enabled Wilson to transition to a modernized, high-performance storefront with agility and efficiency.

The Challenge

Before partnering with Atwix and Adobe, Wilson’s eCommerce site was struggling. Their Lighthouse scores didn’t match their team’s expectations, making for a slower experience that impacted customer satisfaction and search rankings. The nature of their eCommerce system made it difficult to improve site performance without extensive development efforts.

Wilson had been making enhancements over time but found that these adjustments weren’t delivering the impact they were looking for. They needed a comprehensive solution—one that would boost performance, enhance user experience, and provide a smoother content management process without requiring a full-scale migration.

“Our site speed was a concern, and we knew that improving the overall responsiveness of our digital experience would be a game-changer,” said Director of IT at Wilson Sporting Goods.

The Solution

Atwix worked alongside Adobe to bring Wilson Sporting Goods into the Composable Commerce era. The two main pillars of this transformation were:

• Edge Delivery Services (EDS): A cloud-based, API-driven solution that decouples the front end from the back end, dramatically improving page load speeds and user experience. EDS allowed Wilson to boost Lighthouse scores from 10-20 to over 90+ post-launch.
• Luma Bridge: A tool designed to enable a smooth, gradual transition from legacy Magento storefronts to modern composable commerce solutions. Instead of a risky, all-in-one migration, Wilson could roll out new front-end enhancements iteratively, reducing downtime and complexity.

At first, Wilson’s team was skeptical—could a solution this promising really deliver? The seamless integration and performance gains Adobe and Atwix proposed almost seemed too good to be true. But with Atwix’s proven expertise and deep understanding of Adobe’s ecosystem, Wilson placed its trust in the process. Atwix worked hand-in-hand with Wilson’s developers, ensuring a smooth transition while proactively addressing challenges and delivering continuous support every step of the way.

“Having Adobe and Atwix working together gave us confidence in the solution. The ability to adopt these new technologies without a disruptive re-platforming process made all the difference,” said Senior Developer at Wilson Sporting Goods.

The Results

The impact of this collaboration was immediate and measurable:

• Massive Performance Gains: Lighthouse scores skyrocketed from 10-20 to 90+, resulting in faster page load times and a smoother user experience.
• Seamless Migration Path: With Luma Bridge, Wilson avoided the risks of a full-scale migration, opting instead for an incremental transition that allowed for real-time testing and adjustments.
• Improved Developer Workflow: The decoupled architecture made it easier for front-end developers to work independently, leading to faster iteration cycles and more efficient updates.
• Business User Empowerment: Wilson’s content management team found significant efficiencies using the new tools, reducing dependencies on IT for everyday updates.

“Initially hesitant, but ultimately very pleased,” summarized their Director of IT on Wilson’s experience with EDS and Luma Bridge.

Looking Ahead

Now that Wilson has successfully transitioned to this new architecture, the company is looking to optimize other aspects of its digital strategy. Future priorities include:

• Further Personalization & AI-powered Experiences: Enhancing customer interactions through dynamic recommendations and personalized content.
• Expanding Commerce-as-a-Service Capabilities: Evaluating additional ways to leverage Adobe’s Composable Commerce approach for a fully integrated, API-driven eCommerce experience.
• Refining Checkout & Payment Integrations: Optimizing the final steps of the customer journey for higher conversions and lower cart abandonment.

Conclusion

Wilson Sporting Goods’ journey with Adobe EDS and Luma Bridge—powered by Atwix—is a testament to how modern technology can transform digital experiences without disrupting business operations. By improving site speed, simplifying content management, and enabling a gradual migration, Wilson has set a new standard for what’s possible in more than the world of sports, but also enterprise eCommerce.

Looking to modernize your eCommerce platform without the pain of a full-scale migration? Contact Atwix today to learn how Adobe Commerce with EDS & Luma Bridge can work for your business.