With its roots in Norway and Nordic Activities, Johaug sets out to create a brand that captures Therese (Johaug) as a person and uses her ideals as core values for commercial success. Inspired by the Scandinavian landscape and Nordic lifestyle, Johaug aims to set itself apart from the traditional Norwegian icons to create a new movement in the Nordic sports scene.

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With a mobile-first approach and using progressive enhancement we designed an eCommerce site around breakpoints that reflect the current global monitor for mobile, tablet, and desktop while using the site genesis wireframes as a basis. From a creative standpoint, we needed to achieve the balance between the brand values: feminine, competitive, determined, confident and a mix of eCommerce best practice for usability.