Escalade Sports & Digital Agency CQL to launch Direct-to-Consumer Site, Fōwling™


[Grand Rapids, MI.] Escalade Sports, the exclusive licensing distributor of the first-ever portable Fōwling™ game set, has partnered with CQL to launch the new direct-to-consumer (D2C) Fōwling website.

The game of Fōwling (pronounced FOE-ling) combines elements of football, bowling and horseshoes using a football and 20 bowling pins, where teams try to be the first to knock down all their opponent’s pins. Launching in Spring 2022 on Shopify Plus, the new Fōwling website will introduce the outdoor game set directly to consumers looking to add an entertaining experience to tailgating, BBQs, or backyard fun.

The new Fōwling website will be integrated into Escalade Sports’ multi-brand Shopify Plus platform, which provides a unified technology ecosystem with brands like Goalsetter®, Goalrilla™, STIGA®, Bear® Archery, ONIX® Pickleball, Lifeline® fitness, Woodplay®, RAVE Sports®, and Escalade Sports®.

“The new Fōwling website will be our 11th Escalade Sports’ brand to launch with CQL on our Shopify Plus platform. Our decision to replatform last year was for exactly this reason: to launch into new markets and introduce new brands quickly and cost-effectively. CQL has been a great digital commerce consulting partner, providing us solutions to launch new brands – like Fōwling – with a unique and engaging customer experience that captures the love of the sport and drives new business.”Nick Martin, General Manager, Rec Sports at Escalade Sports

Having a unified tech stack allows Escalade Sports brands to share expertise, learnings, and even feature enhancements, while providing a consistent customer experience across each site. CQL will build the Shopify Plus storefront and theme for Fōwling, as well as integrate the website with IBM’s AS400 ERP, Salsify’s PIM, Klaviyo, Elevar, and other third party applications.

Ryan Donahue, Client Success Manager at CQL, is excited to launch Fōwling as part of the Escalade Sports portfolio of websites. “Escalade Sports is an excellent example of how to effectively implement a multi-brand, multi-site solution that scales, converts, and builds an innovative customer experience for each brand. Each website has launched faster than the last, proving the speed-to-market of their platform. We look forward to introducing Escalade’s fun Fōwling portable game set to tailgaters and BBQs nationwide this spring.”

About Escalade Sports

With leading brands in a dozen categories, Escalade Sports is proud to offer a diverse and prominent portfolio ranging from basketball, table tennis, archery, darting, fitness, pickleball, game room, and billiards to outdoor lawn and tailgate games, and playground equipment. Our incredibly distinct and acclaimed brands include Goalsetter®, Goalrilla™, Goaliath®, and Silverback® residential, in-ground basketball hoops; STIGA® and Ping-Pong® table tennis tables & accessories; Bear® Archery and Trophy Ridge® archery equipment; Arachnid® and Accudart® darting; ONIX® Pickleball; the STEP® and Lifeline® fitness products; RAVE Sports® water recreation products. For more information on Escalade Sports, please visit

About CQL Corp

CQL is a digital commerce agency with a 25+ year history of creating commerce experiences and solutions for inspiring brands and people who love them. CQL’s unparalleled technical expertise and experience design coupled with industry leading eCommerce platforms, has helped retailers and manufacturers drive record on-line revenue, build new channels, and envision world-changing ideas. Headquartered in Grand Rapids, Michigan, our clients include PetSmart, e.l.f. Cosmetics, Wolverine Worldwide, James Avery Artisan Jewelry, Escalade Sports, Costa Del Mar and more. For more information, call 616-365-1000 or visit

About Shopify Plus

Shopify is a leading provider of essential internet infrastructure for commerce, offering trusted tools to start, grow, market, and manage a retail business of any size. Shopify makes commerce better for everyone with a platform and services that are engineered for reliability, while delivering a better shopping experience for consumers everywhere. Proudly founded in Ottawa, Shopify powers over 1.7 million businesses in more than 175 countries and is trusted by brands such as Allbirds, Gymshark, Heinz, Staples Canada, and many more. For more information, visit