How FUSION benefits from UGC | Case study

 

Danish sportswear brand FUSION builds technical performance apparel for cyclists and triathletes who compete at the highest level. This case study explores how FUSION uses Flowbox to collect, moderate, and distribute user-generated content across its Shopify store, and the commercial results it has achieved.

FUSION has seen an average order value uplift of 37% and an average order size uplift of 19%, meaning shoppers who engage with the UGC galleries spend more per order and add more items to their basket, compared with those who don’t.

The Numbers

The Story

FUSION is a Danish sportswear brand built around technical performance, durability, and everyday functionality. The brand produces its apparel in Europe and operates on a long-term product philosophy: make high-quality pieces that last and can be refined year after year, rather than chasing seasonal fashion cycles.

Its closest partners are not microinfluencers but professional athletes: cycling teams competing in the World Tour and triathletes performing at elite level, who are as much product-development contributors through feedback as they are brand ambassadors.

That athlete-first identity shapes everything about how FUSION communicates, which made content management a unique challenge. When the brand began looking for a way to capture and organise the organic content its community produced every day, it turned to Flowbox.

The Challenge

Before Flowbox, FUSION had no system in place to capture the content its athletes and community were generating on social media. Posts were tagged across multiple channels daily, but there was no structured way to collect them, manage usage rights, or bring them onto the website.

“Before we started using Flowbox, our daily work around our content and the athletes we worked together with was all over the place. We didn’t really have a system set up to capture all the posts.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

Because FUSION works so closely with professional athletes, its branded content naturally skews elite. That worked well for performance credibility but created a gap: customers shopping for everyday training gear also wanted to see the product on people like themselves.

“Our brand communication can maybe for some become a bit elite because we work together with so many professionals.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

The brand also had no professional process for image rights, which meant valuable visual assets were effectively out of reach. FUSION was being tagged by athletes and creators every day, but had no professional process for turning that content into a usable asset.

The Solution

FUSION’s content operation spans two distinct tiers. The first is formal partnerships with World Tour cycling teams and elite triathletes, handled by an internal athlete manager. The second is an organic layer of brand fans and community members who voluntarily tag the brand, with no formal creator programme in place. Flowbox brings both streams into a single overview, so the team can monitor everything tagged each day and route content to the right pages without navigating separate folders or manual uploads.

“There are a lot of manual tasks that have been automated for us. We before had to manually go into all our websites and put a picture in. Now we just tag our products in Flowbox and it automatically displays on the product page we decide to tag it on.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

FUSION now uses Flowbox to collect tagged content from social channels daily, moderate it, and distribute it to the pages where it has the most commercial impact. This process includes securing the rights to reuse every piece of content that the brand is interested in.

“Flowbox has helped us become more professional in regards to getting image rights and just getting access to all the photos and videos that FUSION was tagged in. And by the way that Flowbox works, it’s much easier for us today for getting the rights from the athletes and from the creators that tag us every day.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

A significant part of FUSION’s workflow relies on Flowbox’s Whitelisting feature. The brand maintains long-term partnerships with professional athletes and whitelists trusted creators so their tagged content is automatically cleared for use. This removes the need to send individual rights requests for every post and means new content can be tagged to the relevant product page as soon as it goes live.

“The whitelisting feature in Flowbox makes it just more quick and easy to use content from creators that you work with and have long-term partnerships with. The images are approved when they put it online and we can just connect the products. It’s already tagged up to the product pages. It’s easier for us and a lot quicker. Flowbox has made it a whole lot easier for us to handle how we try to get rights over images and videos from creators and influencers.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

UGC and ambassador content now appear on product pages, category pages, and the homepage, giving shoppers multiple points of contact with real-world content before they buy.

“I think Flowbox adds a real world visual layer to our online experience. The combination of Shopify and Flowbox is powerful because our product pages become more than a place to display product information. They become a place where customers can see the product documented through both brand content and community content.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

For FUSION, the case for UGC goes beyond aesthetics. Sportswear shoppers have specific questions that product descriptions alone cannot answer. Real-athlete content addresses those questions in a way that studio photography cannot.

“A lot of customers today want to know how a product behaves in real life. How does it fit? How does it sit on different body types? Using Flowbox and using different content creators really helps us showcase how our clothing is presented across training, racing, and everyday life. UGC helps us answer some of those questions in a way that brand content cannot do alone.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

The results of showcasing UGC on their website are clear.

“Flowbox helps us add confidence to the buying experience. We can explain the fabric, the fit, the technical details on our website, but customers also want to see how the product looks and works in real life. That is especially important in sportswear where the comfort and fit and function are difficult to communicate through product descriptions alone.”

Eddi Bisgaard Kristensen, E-commerce Manager at FUSION

The Flowbox Experience