Anyone familiar with the European graffiti, sneaker, and streetwear scene has heard of Overkill before. Founded with roots in Berlin's graffiti culture, the retailer is now one of the top destinations for limited-edition sneaker drops, exclusive brand collaborations, and authentic community content. But a strong brand needs a strong technical foundation—and that's where the story that Overkill and GATE wrote together with Shopify Plus begins.
Between hype and attitude: The story behind Overkill & GATE
“Overkill originated from a graffiti magazine and is deeply rooted in the Berlin scene,” says the Overkill team.
For over 20 years, the company has not only shaped the world of sneakers, but also the cultural community around it. Whether it's collaborations with adidas, PUMA, or Nike, events with DJs from the Berlin techno scene, or long lines in front of the flagship store, Overkill lives and breathes its community, not just digitally, but in real life.
Overkill's drops are not just product releases, but real experiences. People from all over Germany and even abroad come together for release parties and celebrate together – this is exactly the spirit that should be lived.
At the same time, the company operates a second brand, GATE – a store for designer streetwear with a high-end focus. Two strong brands, two target groups – but until recently: two different shop systems. The GATE shop ran on Magento and the Overkill shop on Spryker.
The original plan was to move GATE to Spryker as well, but the experience with Overkill led to a change in strategy. Moving GATE to Spryker was no longer an option for Overkill. Instead, the team specifically sought a solution that it could largely manage itself.
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The path to Shopify Plus: Two brands, one system
A decision had to be made: move away from complex in-house developments and toward a platform that is easy to use internally, harmonizes with the ERP system, and allows for the speed that Overkill needs in the market.
The Overkill team no longer wanted to compromise between technology and brand. The goal was to work as independently as possible without having to bring in external developers for every little change.
With Shopify, a system was introduced that allows for more flexibility in everyday work. The reduced complexity was a clear advantage, even if not all of the functions previously used were included.
The roadmap: first GATE as a test run, then Overkill as a major rollout—both shops on Shopify Plus, connected via a central link to the Pixi ERP system. Special attention was paid to the following aspects:
Data migration from Magento and Spryker
Real-time ERP integration
Synchronization of product data and inventory
Individual front-end logic for both brands
Performance optimization and scalability
Reading tip: Here you will find a guide for your successful launch on Shopify Plus.
Tools & Tech: Tailored features for maximum control
A combination of standard and custom tools made the implementation possible:
Proprietary raffle app for Overkill – for fair, automated raffles for limited releases
Bot protection – based on specifically defined criteria
Sorting app – to always place new products at the top
Coming soon functionality – visually striking
Matrixify – for easy product import in day-to-day business
Klaviyo for Overkill – for targeted community email marketing
Shipeasy & Launchpad – for smart logistics and campaign planning
Analyzify – to improve Google tracking
In addition to ongoing website optimization, specific functions that were missing in the standard version were added.
A sorting app was developed specifically for the company's requirements to automatically sort new products to the top. This was used in both shops.
However, the biggest adjustment was the raffle system, which was realized together with Latori from conception to technical implementation. For this purpose, a separate backend app was created that maps the entire process, including the specific requirements of the team.
Reading tip: Do you sell sneakers and clothing online? Click here for the optimal Shopify fashion store.
A community that thrives – and grows digitally
What makes Overkill special is its proximity to its target audience. Despite its strong growth over the years, Overkill has always remained closely connected to the community. In conversation, the Overkill team emphasized that its pragmatic, creative, and authentic culture is exactly what it wants to live by in everyday life. Whether it's block parties with Nike, club events with DJs, or brand collaborations with adidas, Overkill creates experiences for streetwear fans.
People from all over Germany and sometimes from neighboring countries come to the community events. Performances by artists, DJs, and musicians such as Ski Aggu also attract the community. Some parties have already caused quite a stir—such as when a US rap star suddenly appeared in the store. This proximity is not just a strategy, but the core of the brand.
That's why it was clear that the new shop system must not interrupt this connection. The community must feel just as welcome digitally as they do in the store—with clear user guidance, strong mobile performance, and features that do justice to the limited-edition products.
Reading tip: Our customer Hecht und Barsch also relies on content and community commerce. Read the entire success story here.
Challenges & Lessons Learned
As with many relaunches, it became apparent that some areas still needed fine-tuning after the launch—such as SEO. So it was all the more gratifying that everything ran smoothly at GATE right from the start.
Shopify's fast pace and innovative strength also put the team to the test at times. Regular changes to the Shopify backend occasionally pose a challenge for the teams who work with the system on a daily basis.
Nevertheless, the positives outweigh the negatives:
The Overkill team emphasized in conversation that it is now significantly more flexible and independent and can now also interact with the community on an equal footing digitally.
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Conclusion
Overkill is more than just a sneaker store—it's a piece of Berlin's cultural history that has made the leap into the digital age without losing its soul.
The migration to Shopify Plus has not only modernized the technology, but also created a foundation on which Overkill and GATE can operate independently, flexibly, and sustainably. A project that had a clear goal: to combine digital excellence with cultural authenticity.
