Tracksmith goes the distance with lifestyle photography

Tracksmith has built a nearly flawless visual experience that celebrates their passion for running. Their exquisite storytelling extends through product pages and deepens relationships with the running community in their About & Programs sections.

Tracksmith.com home page screenshot in browser window

Observations:

The Track House - Located at 285 Newbury Street in Boston’s historic Back Bay, the Trackhouse is our first retail store and a community hub for runners

The home page content introduces Tracksmith's deep commitment to the running community and increases the perception of quality.

Screenshot of Tracksmith's Spring collection lookbook

Clicking View Lookbook from the hero section brings you to a magazine-style photographic journey that features their Spring 2021 collection.

Screenshot of Tracksmith's category page showing an array of outerwear for running

Category pages provide a scannable array of product images, along with clear product names and stylized pricing that adds to the timeless New England theme.

Screenshot of Tracksmith's product page imagery showing two men running in a desert

Product pages are photo-forward. Rather than a strip of thumbnails to showcase product images, Tracksmith takes you on a journey through the product’s story.

Guidelines used:

Observations

Communicating value

  • A large, sweeping hero image brings you right into the action and provides an immersive entrance that connects with the visitor.
  • The home page content introduces Tracksmith's deep commitment to the running community and increases the perception of quality.

Engaging the audience

  • Clicking View Lookbook from the hero section brings you to a magazine-style photographic journey that features their Spring 2021 collection.
  • Category pages provide a scannable array of product images, along with clear product names and stylized pricing that adds to the timeless New England theme.
  • Product pages are photo-forward, with an entire viewport taken up by an in-use photo. Scrolling down gives you a look at the details, and beyond that quick section it’s a visual story about the specific product being viewed. This deep focus on a single product on each product page sets Tracksmith apart from other apparel brands.

Making it memorable

  • Rather than a strip of thumbnails to showcase product images, Tracksmith takes you on a journey through each product’s story. It’s immersive and highly effective.
  • The About page reaches out to a passionate community to tell a story. It’s a genuine and relatable ode to one of the oldest forms of exercise.
  • The pairing of Akzidenz-GroteskDidot—one of the first sans-serifs and a 200+ year old serif—creates an early 20th century Ivy League feel. It’s quintessential New England and it all works perfectly together with the use of color and clothing style.

Attributes

Style:
Mainstream Immersive
Department:
Apparel & Accessories
Platform:
Shopify
Tools used:
Google Analytics
Heap
Hotjar
Google Optimize
VWO
Klaviyo
Country of Origin:
United States
Connect with the brand: