Creative, Data, Search, Technology
Sportscraft, founded in 1914, is one of Australia's most trusted fashion and lifestyle brands renowned for outstanding quality and consistent fit. Today, Sportscraft provides inspiration to the Australian man and woman with a range of clothing and accessories that epitomise authentic Australian style, while maintaining the quality and craftsmanship that Sportscraft has built its reputation on.

Overdose. was selected by APG & Co. to bring their digital vision to life. With a focus on delivering a truly customer-obsessed experience, our team leveraged cutting-edge technology to design and build a custom website unlike any other. Utilizing headless architecture and a combination of commercetools Frontend and commercetools, we created a one-of-a-kind site that offered a seamless and effortless user experience. This innovative approach empowered the APG & Co. team to work faster and more efficiently, freeing them from the constraints of traditional website architecture. The result was a truly unique and functional website that perfectly reflected APG & Co.'s values of creativity, resilience, and quality customer experience.


APG & Co. streamlined their e-commerce operations with the help of Overdose. By integrating commercetools/commercetools Frontend with their existing systems, they achieved seamless data syncing and improved team efficiency.

The integration with marketing platforms, Nosto, Algolia, and Klaviyo, has provided customers with relevant information, including product details, inventory levels, and order statuses, all while delivering a high-quality user experience. In turn, APG & Co. experience enhanced e-commerce operations.
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Multiple Integration issues with 3rd Parties

APG & Co. partnered with Overdose. to implement a headless e-commerce solution utilizing commercetools Frontend technology. The project faced challenges with the integration of payment gateways such as Adyen, Afterpay, Klarna, Paypal, Algolia, and Nosto. Additionally, the complexity of various website workflows presented obstacles to delivering the project within the desired timeline. Despite these challenges, the Overdose. and APG & Co. teams worked together to find solutions and ultimately deliver a successful outcome.


The delivery of the website utilizing the new "Headless" technology with commercetools Frontend presented challenges, particularly in the integration with various systems such as Adyen, Paypal, Algolia, and Nosto. Overdose's development team worked tirelessly to debug, investigate, and test potential solutions while also engaging in ongoing discussions with commercetools Frontend support to find the best course of action. Through perseverance and collaboration, the team was able to overcome the challenges and deliver a successful project for APG & Co.

Nascent Technology

The Overdose. team worked closely with APG & Co. to implement a "Headless" website, leveraging the commercetools Frontend technology stack with a portfolio of MACH-aligned services. As a first in Australia utilising many of these technology patterns, the team worked on a path of continuous improvement to localise the solution to market. Working in deep collaboration with commercetools Frontend team, we were able to overcome these challenges and deliver a best-in-class eCommerce solution across the group of brands.


The implementation of new technology in a project can bring both opportunities and challenges. To ensure a successful outcome, it's essential to have a clear understanding of potential risks and have a plan in place for addressing them. In the project with APG & Co., the team was aware that working with new technology would present unexpected hurdles, but with a proactive approach, they were able to navigate these challenges effectively. A steering committee was established to keep the project on track, and with the support of technology partners and the allocation of resources, they were able to resolve any issues that arose and achieve their goals.

"Embracing the MACH principles, we set on a Headless journey with Overdose. and didn't look back. Revitalising our website was a key priority as we looked for the right foundations to bring our brand to life to our customers. With the freedom of selecting our own tools and services, we completely rethought the way we managed and use our product, price, inventory and order data across all our channels. We opted for API-driven integrations to enhance performance, reduce latency and ensure data integrity between our systems so our teams can focus on telling our brand story and provide our customers with the best online services."
Carina Micheal, Group Head of Technology
- APG & Co.


The Overdose. team worked in partnership with Sportscraft to refresh their website using a headless approach and commercetools Frontend. The objective was to manage multiple websites in an efficient manner while maintaining each website’s unique look and feel. The end result is an elegant and simple website that effectively showcases Sportscraft’s high-quality and versatile garments to both women and men.

Through the use of high-quality photography, garment detail breakdown sections, and carefully crafted product descriptions, the website provides an immersive browsing experience. The split hero banners on the homepage enable users to easily navigate to their desired category. The refreshed website reinforces Sportscraft’s commitment to producing garments that are a staple in customers’ wardrobes for years to come.

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