Web Personalization Platform on React, Next.js, and Adobe Target

The sportswear leader is the world's largest sportswear company, with consumer digital as the front door to the brand. The strategic engine is their direct-to-consumer channel flywheel — their main consumer app, their sneaker launch platform, their fitness app, connected retail, and a hybrid wholesale-plus-digital channel model — running on a microservices-and-event-stream commerce architecture (their GraphQL commerce gateway, their event-stream database), a membership-centered consumer-data stack with hundreds of millions of members, and a digital fulfillment supply chain that has compressed cost-to-serve through forward-deployed regional inventory and warehouse robotics. Taller's engagement at this client has run continuously since 2021. Sourced primarily from Argentina and Brazil, the work spans the web personalization squad (Adobe Target plus React and Next.js on AWS), the native mobile applications behind their fitness app, their running app, and the B2B platform, the Java and Spring Boot commerce backend on AWS, and Mobile QA inside the sportswear leader's production release pipeline. Engineers operate as members of named squads — various named squads within the engineering organization — with recognition inside the sportswear leader's own performance and bonus programs.

Conversion across the sportswear leader's web properties responds materially to fine-grained experimentation — different audiences, different creative, different funnel structures — but the experimentation cadence is bound by the engineering substrate. Without a dedicated experimentation platform operating as a managed practice, every test costs engineering time the platform cannot easily absorb, and the business cannot run experiments at the cadence the brand actually requires.

The sportswear leader's web personalization squad is the web personalization platform: React and Next.js for the front-end framework, integrated with Adobe Target as the experimentation runtime and personalization decision engine, deployed across AWS (S3 for static assets, ECS for the runtime, Lambda for edge logic, EC2 for the heavier workloads, Application Load Balancer for traffic distribution, Route 53 for DNS). Taller engineers have been embedded inside the Squad for five years, with Frontend engineering presence that has grown alongside the Squad's expansion from a single team into multiple pods. The engineering work that makes a web personalization platform scale in a brand of the sportswear leader's complexity is mostly about the contract between the experimentation runtime and the content layer: Adobe Target supplies the audience-and-experience decisioning; the React or Next.js application has to absorb that decision in a way that does not introduce latency in the visible page render, does not break the SEO discipline the brand depends on, and does not pollute the analytics layer with experiment-induced noise. The pattern that holds up is server-side personalization on the edge for audience-level decisions plus client-side personalization for within-session optimization.

The web personalization squad has scaled from a single team into multiple pods over the engagement, with Taller's Frontend presence scaling alongside it — the operational shape of a managed practice the business has internalized as core to its conversion economics. Taller engineers are recognized inside the sportswear leader's own performance program with named-squad participation, client-issued spot bonuses (including a $1,000 award on the Size and Fits track during their omnichannel platform project), and promotions into senior roles by client managers.

Web personalization at this client's brand complexity is the conversion-engineering substrate that supports the next decade of the company's digital-direct strategy. The platform is what lets the sportswear leader's commercial teams operate against the consumer at the cadence the brand requires, and the engineering depth in the Squad is what determines whether the platform can absorb the experimentation volume the business is committing to.