Choose the kit
The supporter selects a jersey — home, away, or third — directly from Parma Calcio's official Shopify-powered store.
Parma Calcio Success Story
Case Study · Parma Calcio 1913 · Presented at ISPO Munich
Personalization
meets
passion.
How Tailoor revolutionized the digital fan experience for Parma Calcio 1913 with a Shopify-integrated 3D AI-commerce platform — turning every supporter into the co-creator of their own match kit.
Context
Football in the omnichannel era
The way fans consume football has fundamentally changed. There is no longer a single touchpoint — there is an ecosystem of continuous interactions that nurtures the relationship between the club and its community.
Fan expectations now go far beyond what happens on the pitch. They demand experiences that are more personalized, more immediate, more engaging. Merchandise is no longer just a purchase — it is identity, belonging, and story.
Parma Calcio 1913 recognized this shift and set out to find a technology partner capable of translating the raw passion of its supporters into a digital experience worthy of that passion.
"Our priority was clear: to bring fans closer to the team by giving them a digital experience that reflects the passion they show every single day."Lorenzo Galletti — Digital Marketing Director, Parma Calcio 1913
Problem & Solution
From static catalog
to living experience
The challenge
What traditional e-commerce was missing
- The online store felt like a showcase, not a place for genuine fan engagement
- No way for supporters to express their creativity or individuality
- A clear disconnect between the emotional matchday experience and the digital one
- Standardized merchandise unable to tell each fan's personal story
- No digital touchpoint that created real proximity between the fan and the club
Tailoor's solution
The integrated 3D AI-Commerce platform
- 3D configurator natively integrated into Shopify — zero friction in the purchase flow
- Full real-time personalization: name, number, Serie A patches, and kit details
- Instant preview of the customized product before checkout
- Proprietary technology scalable across the entire merchandise catalog
- Phygital architecture that extends the experience from digital to physical
How it works
The 3D configurator
in action
Tailoor's platform transforms the sports merchandise purchase into a creative, immersive journey. Fans don't browse a product catalog — they build their own kit, see the result in real time, and place their order in just a few clicks, all within the familiar Shopify environment the club already uses.
Live demo · Tailoor 3D Configurator for Parma Calcio 1913
Personalize in 3D
They choose name, number, Serie A patch, and every detail. The 3D model updates instantly, delivering a photorealistic preview of the final product.
Buy & receive
They complete the order through the standard Shopify checkout. The customized kit is produced on-demand and delivered directly to their door.
Technology
What makes
Tailoor different
A proprietary platform engineered for the future of sports fan engagement.
Real-Time 3D Configurator
Proprietary 3D rendering technology that updates the product preview instantly with every change. Zero latency, maximum visual fidelity.
Native Shopify Integration
The configurator plugs seamlessly into the existing Shopify store without disrupting established purchase flows, minimizing friction and maximizing conversion.
AI-Powered Commerce
Artificial intelligence guides personalization choices, suggests optimal combinations, and analyzes configuration patterns to continuously improve the fan experience.
Full-Catalog Scalability
The technology goes far beyond match jerseys. It can be extended to any product in the club's range: training wear, accessories, collector items, and special editions.
Results
The measurable impact
The partnership delivered real, measurable results — including a +28% increase in online sales of personalized kits — proving that immersive digital experiences directly drive commercial performance.
+28%
Online Sales of
Personalized Kits
Personalized Kits
3D
Real-Time
Configuration
Configuration
100%
Native Shopify
Integration
Integration
Fan First
Fan-Centered
Approach
Approach
We evaluated several options and chose Tailoor: a company with highly advanced proprietary technology and a clear vision for the future of digital experience in sport.Lorenzo Galletti — Digital Marketing Director, Parma Calcio 1913
Phygital Experience
Beyond the kit:
a new model of
fan relationship
Tailoor's vision extends well beyond merchandise personalization. The concept of phygital — the fusion of physical and digital — spans the entire fan journey: from the stadium to the app, from the jersey to a personal virtual assistant.
The system is designed to create a digital twin of the sporting event itself. Every personalized product becomes an entry point to exclusive content, real-time information, and meaningful interactions with the club's community.
This is not simply a supercharged e-commerce store. It is a new paradigm for how football clubs can build lasting, meaningful relationships with supporters in the digital age.
Phygital model features
Scalability
Every product
can become unique
Sport is fertile ground for digital innovation: fans want to participate, create, and feel part of the team. Tailoor's technology makes this possible, turning every fan into a co-creator of their own product.
The platform is not limited to match jerseys. The 3D configuration system is built to scale across the club's entire product ecosystem: from training apparel and accessories to collector items and special-edition capsule collections.
Through the Laike.me marketplace, fans can even create, share, and sell their own personalized designs — generating new revenue streams for the club with no additional warehouse or logistics overhead.
Zero Inventory
On-demand production: no overstock risk, no capital tied up in unsold goods.
AI-Driven Creativity
Smart suggestions guide fans through personalization, increasing average order value.
Community Engagement
Every personalized product becomes shareable content, amplifying the club's organic social reach.
Proportional Revenue
Earnings grow in direct proportion to sales — a sustainable, scalable model with no heavy fixed costs.
Data Analytics
Full dashboard with insights on fan preferences, purchase behavior, and community trends.
Fully Managed Shipping
Logistics, fulfillment, and customer service entirely handled by the Tailoor platform.
The People
The minds
behind the project
Jacopo Thun Hohenstein
CEO · Tailoor
The visionary behind Tailoor, Jacopo has built a proprietary platform that redefines personalized commerce in sport and fashion. The Parma Calcio partnership represents a landmark moment in Tailoor's expansion strategy across the Italian and European sports market.
Lorenzo Galletti
Digital Marketing Director · Parma Calcio 1913
The architect of Parma Calcio's digital transformation, Lorenzo led the selection and implementation of the Tailoor platform. His vision of fan engagement that transcends the transactional made this innovation possible in Italian professional football.
Ready to transform your club?
Bring this
revolution
to your club.
Discover how Tailoor can transform fan engagement and merchandise revenue for your sports club — with the same technology chosen by Parma Calcio 1913.
Book a CallNo commitment · 30-minute session · Tailored to your club