The problem

The official site treats fans like customers instead of community.

The current site leads with transactions: ticket sales, sponsor promos, app downloads. The Stranger Things collaboration, their biggest drop, sits in a plain thumbnail next to generic merch. Same size, same treatment, no excitement.

There's also a structural issue: the Fever page lives inside WNBA.com's shared template. One click and you're on another team's page. But a Fever fan isn't there for other teams, they're there for their team. The current structure treats loyalty as an afterthought.

Look at the biggest clubs in the world, Manchester United, Barcelona. Each site is built around the team's identity, colours, and story. What if Indiana Fever had that same brand ownership?

Original Fever site hero — The official site today: ticket promos, sponsor banners, and the Stranger Things drop reduced to one thumbnail among generic merch.

Original Fever site store and tickets — The official site today: ticket promos, sponsor banners, and the Stranger Things drop reduced to one thumbnail among generic merch.

The insight

Fans don't visit a team site to be sold to. They come to feel connected.

Design goal: make fans feel like part of the team at every scroll. A landing page isn't a list of features, it's a story, where each section earns the next.

Where the current site loses fans

Hero

The first thing fans see is yesterday's news in four boxes of text. No video, no energy, no reason to feel excited about game day.

Players

New fans riding the Caitlin Clark wave don't know the roster, and players sit buried in a submenu. Meeting the team feels like homework.

Merch

Dribbble references showed beautiful 3D jerseys, but they were static. The official site only offered flat front and back PNGs to work from.

The solution, a story that earns the next scroll

Hero → hook. A looping highlight reel of crowd, huddles, and gameplay. You feel the energy before reading a single word.
News → context. Hover-activated cards keep fans informed. You're not an outsider; you know what's happening.
Schedule → anticipation. A live countdown to the next game. Now you're waiting for something.
Starting Five → connection. Animated player cards with click-to-reveal stats (PPG, RPG, APG). Inspired by NBA 2K's team-select screen, fans meet the players in 10 seconds, no navigation required.
Shop teaser → desire. A 360° spinning jersey floating in darkness with the Stranger Things aesthetic. The drop becomes an experience, not a CTA.

The original Indiana Fever site hero — Drag the slider to compare the original site hero against the redesigned looping highlight reel.

Starting Five, animated player cards with click-to-reveal stats, inspired by NBA 2K's team-select screen.

The shop drop, staged like a sneaker launch

A limited-edition collab is a moment. The goal was to make fans stop and feel something, not scroll past another thumbnail. So the drop got the sneaker-launch treatment: a 360° spinning jersey floating in darkness, wrapped in the Stranger Things aesthetic. The Upside Down reaches Indiana before anyone clicks buy, turning a flat CTA into an experience.

The catch: the only source material was the official site's flat front and back PNGs. Getting from there to a cinematic spin took a four-step pipeline.

Flat PNG→ Nano Banana · 3D→ King AI · spin→ Framer · final

Original flat jersey back from the official site — The starting point: flat front and back PNGs pulled straight from the official store. Tap to flip between them.

Original flat jersey front from the official site — The starting point: flat front and back PNGs pulled straight from the official store. Tap to flip between them.

3D jersey back — Nano Banana lifts the flat artwork into dimensional front and back renders.

3D jersey front — Nano Banana lifts the flat artwork into dimensional front and back renders.

Step 3 · Spin animation, King AI

King AI turns the renders into a continuous 360° spin.

Step 4 · Final on page, Framer

Composed in Framer with the Stranger Things treatment, the spinning jersey becomes the drop's centrepiece.

What's next

Usability testing with real Fever fans across all three personas.
A/B test the cinematic shop teaser against a traditional product grid.
Measure scroll depth, time on page, and click-through to shop.

Key takeaways

Lead with emotion, not transactions. The official site opens with a promo; this opens with energy.
Players are the product. Front and centre, not buried in a submenu.
Scarcity needs staging. A limited collab deserves a moment, not a thumbnail.
Less content, more impact. One story, one action per section.

The bottom line

The official site sells tickets. This redesign builds a fanbase.