Praella

No serious win happens solo.
You need the right lineup.

This project brought together JOOLA, Praella, and a strong bench of technology partners, each one covering a specific position across operations, customer experience, and growth.

  • Celigo and NetSuite kept backend systems in sync, so data moved cleanly and reliably
  • Klaviyo powered smarter, more personalized customer communication
  • Gorgias helped support staying fast, organized, and human

Every integration had a role to play.
Every handoff had to be clean.
Because at this level, small missteps cost points.

Good teams win games.
Great teams build legacy.

JOOLA has been in the game since 1952… and yes, that’s a lot of rallies.

What started with manufacturing table tennis tables has grown into one of the most recognized names in the sport, and today, it has also become a go-to brand for pickleball players. Along the way, JOOLA earned its reputation the hard way: by focusing on quality, consistency, and gear that performs when it actually matters.

Players trust because it’s built by people who play, test, tweak, and obsess over the details, until it feels right.

As the brand continued to grow across sports and markets, the goal wasn’t reinvention.
It was building a digital foundation that could support what they’d already built so well.

That’s where Praella came in, partnering with JOOLA to bring their ecommerce experience onto Shopify Plus, with a platform designed to scale, integrate deeply, and stay true to the brand.

No shortcuts.
No gimmicks.
Just a stronger foundation for the next rally.

Some brands start in boardrooms.
This one started in a garage, and a lot of time spent on the sidelines.

Founded in 1995, was built by a family living the youth sports life firsthand. Long drives to tournaments. Cold rinks. Muddy fields. And a mom who saw something missing; apparel that truly captured the heart of the game.

What began as hand-packing orders quickly turned into a brand families, teams, and fans could rally behind.

We partnered with ChalkTalk Sports to bring their multi-brand ecosystem together on Shopify Plus, chosen for our integration expertise, custom development capabilities, and experience working with sports-driven brands, all while preserving the legacy and community at the core of the business.

Same heart.
New playbook.
Built for the next season of growth.