Ecommerce Merchandising

2026 MLB Shop City Connect

2026 MLB Shop City Connect

The Spark

The MLB City Connect program gives teams an opportunity to celebrate the identity, culture, and history of their city through a unique uniform system. For the 2026 launches, I partnered with the ecommerce merchandising team to bring the stories behind the Cincinnati Reds, Baltimore Orioles, and San Diego Padres City Connect collections to life on MLB Shop. Each collection carried its own narrative—from Baltimore’s neighborhood pride and ballpark traditions to Cincinnati’s deep-rooted baseball identity and San Diego’s distinct regional culture. My role was to create immersive storefront experiences that connected fans to those stories while showcasing the merchandise in a compelling and shoppable way.

The Craft

Using Figma and Photoshop, I designed a series of dedicated ecommerce landing pages that blended brand storytelling, player photography, product merchandising, and team-specific visual systems. Each storefront was structured to guide fans through the inspiration behind the uniform before seamlessly transitioning into product discovery. The creative approach focused on balancing emotional connection with commercial performance. Custom hero layouts, storytelling modules, detail callouts, and category navigation were designed to highlight unique uniform elements, celebrate local culture, and drive engagement across jerseys, headwear, apparel, and collectibles. Every page was optimized to create a cohesive digital experience while maintaining consistency within the MLB Shop ecosystem.

The Win

The final storefronts transformed product launches into destination experiences, giving fans a deeper connection to the collections beyond the uniforms themselves. By combining visual storytelling with strategic merchandising, the pages helped elevate each City Connect launch into a memorable brand moment that celebrated the relationship between team, city, and fanbase. The project demonstrated how thoughtful ecommerce design can do more than sell products—it can reinforce identity, strengthen fan engagement, and turn a merchandise launch into an immersive storytelling experience. The result was a collection of high-impact digital experiences that supported one of MLB’s most anticipated annual apparel programs.