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Jomboy Media is a sports-focused multimedia creator network whose portfolio includes YouTube and podcast series Warehouse Games and Talkin’ Baseball, with a total of 2.2 million YouTube subscribers and more than 93 million engagements on social media. Jomboy also sells merchandise for sports fans through its e-commerce site, including shirts celebrating Jomboy itself as well as popular sports memes. In June 2025, Jomboy signed a deal with Major League Baseball allowing it to produce shirts promoting specific MLB players and teams.
The products were popular, but Jomboy’s e-commerce team was using an outdated Shopify theme with old code, and updating the site was an outsized challenge. Every page was bespoke, with no consistent system in place, which posed a major problem because Jomboy puts out product at an incredible rate; of the 50 top-selling items listed on the site in October 2025, 40 did not exist the year before.
“Anytime we changed something, something else could break,”
Jomboy’s team wanted to update the site’s theme to one that was clean and modern-looking and worked well. But they also saw an opportunity to rebrand the store and come up with a structure for the company’s offerings.
Patrick had worked with Kurt previously in another role, and first became aware of Ethercycle’s work through The Unofficial Shopify Podcast.
“Hearing him on the podcast just talk through tons of different type of businesses, and how they've optimized for different things, I knew that any problem I was bringing to Kurt, it wouldn’t be the first time he was hearing any of those problems. When you're trying to talk about things like, ‘How do we get someone who might buy a T-shirt to buy a hoodie instead, or vice versa?’ I knew that he would have easy solutions for that. He's just up on best practices.”
We redesigned Jomboy’s store and rebuilt it from the bottom up, splitting it into three different branded sites: Slash/line, for baseball fans; JM Merch, which offers products for fans of individual properties at Jomboy Media; and We Got Ice, a store for fans of Jomboy’s show of the same name. That show is particularly popular with younger baseball fans, and it was important to give the store its own identity.
The three stores have different skins, but are linked from the same URL and have a universal cart: fans can easily toggle between the three brands while selecting items for a single purchase. We overhauled the store’s information architecture and tagging system, creating collections dedicated to specific players, teams and themes — making it easier for shoppers to find and compare related items, and added a new size guie that’s text-based and easier for people with screen readers to use.