A new online catalogue that sends Okanagan runners, walkers and hikers through the front door of Kelowna's independent athletic store.

In January 2026, Play asked us for one new page: a home for the Play Run Club and its Learn to Run 5k clinic. The club had grown from a handful of pandemic-era runners into 1,412 members on Strava, with 60+ people showing up every Wednesday. But the old site, with its “Sale” tab front and centre, jokey copy and clunky search, didn’t sound like the people behind the counter, and plenty of shoppers assumed Play was a chain. So one page became a full rebuild.

Play’s rule was simple: the website is the catalogue, the store is where the magic happens. Using Twin Creek’s Persona Maker app, Play mapped 5 customer personas, each with a clear path to the right shoe and through the front door. We added search by brand, size and width, grouped every shoe onto one page and put product details in the open for shoppers, Google and AI search. Sale talk gave way to knowledge, kindness and a community hub that helps people go from “I want to run” to “I am a runner.” A fresh look, in-store photos and a new brand voice tie it all together, right down to the sign-off that says: “See you out there.”