Case study

Lonsdale London. Partnering on European D2C with a streetwear brand born in boxing.

Partner since: 2026
Scope: Strategy, shop, creative, performance, CRM
Links: Website Instagram

Man in a blue Lonsdale tracksuit with one foot on a football in front of a goal, apartment blocks behind

About

Lonsdale London is a British brand with roots in boxing, founded in London in 1960. Today it stands for streetwear with that heritage, from tracksuits and jackets to knitwear and T-shirts, sold in retail and through the brand’s European online store.

Challenge

Lonsdale London is known across Europe, but its online store was built for Germany alone.

The store spoke only German. A German Instagram account showed a mixed feed without a common line, and there was too little content for the many products in the store.

The brand also needed a clear role: streetwear with roots in boxing, shown the same way in every image, product page and ad.

Approach

Since May 2026, we have taken on a lead role in Lonsdale London’s European D2C business, building on the brand strategy we developed that spring.

First came the foundation: a clear position in streetwear, fresh images of the bestsellers, product data that feeds ads and analytics, and a relaunched store in German and English. The images went into ads as soon as they were ready, without waiting for the relaunch.

From there, we brought the store to customers across Europe. Products are tested one by one in ads and classified in BENCHMARKED BI, and budget goes to the products and countries that sell in the store.

Results

+35 pp

Share of online orders from outside Germany, Sep–Oct 2026 vs May–Aug 2026

+42 %

Organic search clicks from outside Germany, Q3 2026 vs Q3 2025

Shootings

Four men in checked Lonsdale tracksuits at a picnic table in front of a kiosk

Fall/Winter 2026/27 · Frankfurt

Outside the lines campaign

Two men in Lonsdale track jackets on a bench in an old locker room

Spring/Summer 2026 · Düsseldorf

Studio lookbook

Projects

01European expansion08/2026 – today
02Content production06/2026 – today
03Social media and Google advertising06/2026 – today
04Shop05/2026 – today
05CRM and Klaviyo06/2026 – 10/2026
06Positioning03/2026 – 07/2026

Two men leaning on the railing of a football pitch, apartment blocks behind

08/2026 – today

European expansion. One store for Europe, steered country by country.

The relaunch in August 2026 gave the store an English version. Lonsdale is known far beyond Germany, so Europe became the next lever for growth.

Since September 2026, each focus market has had its own Meta campaign, starting with five countries, alongside one campaign across the EU. On Google, one EU campaign sets bids by country. Every Monday, a country report compares store revenue with all ad costs in each country, and further languages follow only once a market shows results.

Lonsdale store homepage in English with the campaign “Outside the lines.”

Country selection in the Lonsdale store with the EU countries

Lonsdale product page in English: the CHIGWELL tracksuit

06/2026 – today

Content production. One shoot per season, planned for every channel.

Our ads test products one by one, so they need clean images of each product, in every format the channels ask for. Lonsdale had little such content when we started.

In June 2026, we shot a studio lookbook focused on the bestsellers, with the brand’s boxing roots in the set and the clothes in front. In September, the Fall/Winter campaign moved outside, to a football pitch and a kiosk in Frankfurt. This time, the formats were planned from the start: full-body images of the new styles, lifestyle scenes, close-ups and stills for wide banners, mobile screens and marketplaces.

Result

150

campaign motifs from one day in Frankfurt, each cut for feed and story

Man in a blue Lonsdale tracksuit with one foot on a football in front of a goal

Two men leaning on the railing of a football pitch

Man in a brown Lonsdale track jacket on a plastic chair, a football at his feet

Man in a cream Lonsdale hoodie and shorts with a football on a dirt pitch

06/2026 – today

Social media and Google advertising. Products are tested first, and the winners get the budget.

Meta is Lonsdale’s main paid channel. Since June 2026, we have tested products one by one and given each a status in BENCHMARKED BI. Products with low click costs and enough stock move into scaling campaigns, and we judge them by revenue in the store, not by the platform’s own reporting.

Google followed in July 2026, first with a small brand campaign, then with Shopping and international campaigns in August. Ad groups per category use the search terms people actually click, and a weekly check shows whether paid brand ads add clicks or only replace organic ones.

Lonsdale story ad: man in a yellow tracksuit holding a football

Lonsdale story ad: white T-shirt with a large Lonsdale London back print

Lonsdale story ad: man in a navy jacket and black trousers in front of a kiosk

05/2026 – today

Shop. Relaunched in two languages, then improved page by page.

Lonsdale’s store was already selling, but it had no product feed for Google and Meta and no English version. The relaunch had to give ads and analytics clean product data and prepare the store for Europe.

With HEXWHITE designing and building the theme, we relaunched the store in August 2026: more image-led, in the brand’s colors, with a dark mode and English as a second language. There is no wish list, because add-to-cart clicks are the stronger signal for ad platforms, and sold-out items stay visible with a back-in-stock alert. Since the relaunch, we have designed the next improvements, from new product page sections to the Fall/Winter homepage.

Lonsdale homepage with the Fall/Winter campaign “Outside the lines.”

Lonsdale collection page with men’s sweatshirts and hoodies

Lonsdale product page with product recommendations and a campaign image below

06/2026 – 10/2026

CRM and Klaviyo. An owned channel the brand’s team now runs itself.

Lonsdale’s own team creates the email campaigns. What it needed were automated flows for the key moments of a purchase and templates the team could keep using.

From June to August 2026, we rebuilt the Klaviyo flows and templates, including the welcome series and back-in-stock alerts, and trained the brand’s team to build on them. For the Fall/Winter launch in October, we designed the campaign mail.

Lonsdale launch email: “The new season. Outside the lines.”

Lonsdale welcome email: “Welcome to Lonsdale”

Lonsdale back-in-stock email for the SEABROOK tracksuit

03/2026 – 07/2026

Positioning. Streetwear in front, boxing as the origin.

The name is well known and the roots in London boxing are real, but the brand’s communication in Germany had lost its focus.

In spring 2026, we set out the positioning for Lonsdale’s European D2C business: streetwear with boxing as its origin, not its main message, and an image world of real places and characters instead of a generic sportswear look. For Instagram, we recommended one English-language account for Europe. Since July 2026, it has run as Lonsdale Europe, managed by the brand’s team.