Client
NULogic assembled a cross-functional team of project managers, solution architects, developers, QA engineers, DevOps specialists, and business analysts to drive a MACH commerce migration from discovery through delivery.
Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear that changed the direction of sport, Reebok continues to introduce innovations that propel the industry forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering high quality and modern styles that are adaptable for every occasion. The brand strives to deliver every athlete, from professionals to enthusiasts, with the opportunity, products and inspiration to reach their full potential. Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.
The Challenge
Following its acquisition by the SPARC Group, Reebok faced a critical digital transformation challenge: the Adidas-operated eCommerce platform was excluded from the transition. To maintain business continuity and accelerate growth, Reebok needed to:
- Stand up a new, fully functional headless commerce platform under an aggressive timeline and fixed deadline.
- Migrate millions of customer records, product catalogs, and reviews seamlessly with zero downtime or performance degradation.
- Deliver a next-generation customer experience that matched or exceeded the Adidas-run site.
- Equip business teams with scalable tools for new product launches, advanced promotions, and personalized customer engagement.
This required rapidly building a future-ready MACH commerce architecture that ensured continuity for global customers while laying the foundation for long-term scalability and innovation in retail.
The Solution
NULogic quickly assembled a cross-functional team of project managers, solution architects, developers, QA engineers, DevOps specialists, and business analysts to drive the MACH commerce migration from discovery through delivery. Leveraging MACH architecture principles and agile methodology, the team built a scalable, cloud-native eCommerce platform tailored for Reebok’s operations.
Key Initiatives
- Platform Build: Developed open-source MACH commerce framework with a ReactJS front-end and Node.js/GraphQL back-end, ensuring flexibility, scalability, and high performance.
- Content & Search: Implemented Bloomreach Experience Manager (CMS) and Bloomreach Search & Recommendations to power advanced product discovery and personalized shopping journeys.
- Custom PIM: Built a bespoke Product Information Management (PIM) system, saving hundreds of thousands of dollars annually in licensing costs, while accelerating product onboarding and catalog management.
- Checkout Experience: Integrated Experian (address validation), Vertex (tax), Braintree (payments), Forter (fraud protection), and Fiserv (gift cards) to deliver a seamless, secure, and optimized checkout flow.
- Promotions Engine: Deployed Talon.One to manage complex promotions and omnichannel campaign logic.
- Marketing Integrations: Connected Salesforce Marketing Cloud, Attentive, and Bluecore to enable personalized marketing automation, SMS/email engagement, and advanced campaign tracking.
- Customer Reviews & Image Assets: Migrated customer reviews from BazaarVoice to PowerReviews and digital assets from Cloudinary to Bynder DAM, ensuring continuity and scalability.
- Customer Data Migration: Processed and cleansed 3M+ customer records using automated Python-based scripts for accurate, efficient migration with no downtime.
- Performance Engineering: Applied server-side rendering (SSR), page speed optimization, and scalable cloud hosting to deliver lightning-fast site performance.
- Order Management: Integrated Manhattan OMS to centralize order orchestration, inventory management, and buy online, pick up in-store (BOPIS) capabilities.
- Delivery Approach: NULogic’s scrum-based agile delivery model ensured continuous alignment with Reebok stakeholders, incremental milestone releases, and a successful on-time launch of the new enterprise-grade eCommerce platform.
The Results
On-Time Launch: The new Reebok MACH commerce platform went live on schedule with zero downtime, proving the success of an accelerated digital transformation under strict deadlines.
Seamless Transition: Customers experienced no disruption to accounts, product catalogs, order data, or checkout functionality, ensuring business continuity in global retail operations.
Performance Gains: Site performance improved significantly with server-side rendering (SSR), cloud-native page load optimization, and scalable hosting, delivering faster shopping experiences across devices.
Operational Efficiency: The custom-built Product Information Management (PIM) solution streamlined catalog onboarding and product setup workflows, reducing time-to-market for new launches and enhancing collaboration with agencies and photography studios.
Scalable Foundation: Reebok now operates on a modern, headless commerce architecture designed for long-term scalability, omnichannel retail growth, and rapid innovation.
Business Continuity: The transition from Adidas systems was executed flawlessly, safeguarding revenue streams and maintaining customer trust during the critical migration.
Post-Implementation & Hypercare: NULogic continued to support Reebok with managed commerce services-including 24/7 monitoring, AWS DevOps, performance enhancements, and ongoing platform optimizations-ensuring resilience and future-ready scalability.
Highlights
“I have been deeply impressed and personally inspired by the remarkable dedication of NULogic. Their team has consistently gone the extra mile, working tirelessly to ensure that our expectations were not only met but exceeded. Their commitment to delivering exceptional results has been recognized by our entire team. We are delighted to have collaborated with them during this demanding migration, and their unwavering dedication has been truly commendable.”
Services
- Architecture Design & MACH Commerce
- Headless eCommerce Development (frontend, backend, integrations)
- Platform Implementation & Migration
- DevOps & Cloud Engineering
- QA, Load & Performance Testing
- Managed Commerce Services
- 24/7 Monitoring & Support
Technologies
Engineering Stack
Partner Integrations
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