Soots180

The project for Soots180 centers on one of the most charismatic and community-focused figures in professional darts: Alan “Soots” Soutar. A PDC professional, full-time firefighter, and veteran Royal Marine Commando, Alan required a digital platform that could keep pace with his rapid ascent in the world rankings. Purple Imp worked closely with “Soots” and his management team to transition his brand from a local success story to a globally recognized professional athlete identity, providing a central hub for fans to follow his journey and purchase official merchandise.

We delivered a comprehensive digital solution that balances elite-level statistics with a high-performing e-commerce engine. The “Soots180” platform was designed to be much more than a simple profile page; it serves as a career dashboard and a retail destination for one of the most loyal fanbases in the sport. By integrating real-time data feeds, we ensured that the website reflects Alan’s latest tournament results and performance metrics automatically, allowing him to maintain a professional digital presence while juggling the demands of the PDC Pro Tour and his vital role in the fire service.

The visual identity we developed for the site is deeply rooted in Alan’s Scottish heritage and his beloved home of Arbroath. From the bespoke logo to the sleek, tartan-inspired branding, every element of the site was crafted to resonate with “Lichties” and darts fans worldwide. Since the launch, the platform has become a vital commercial pillar for the brand, facilitating successful merchandise drops and providing a professional “front office” that supports Alan’s work as an ambassador for Arbroath FC and his dedication to the Angus Darts Academy.

• Heritage-Led Branding & E-commerce Integration

  We developed a "tight" and impactful brand aesthetic that reflects Alan’s dual identity as a proud Scotsman and a precision athlete. This branding was seamlessly integrated into a full e-commerce infrastructure, allowing fans to purchase everything from the official 2026 Pro Tour shirts and signed Mission darts to limited-edition merchandise and memorabilia. By streamlining the path from social media engagement to the checkout, we have provided Alan with a scalable retail platform that captures the commercial value of his television appearances and major tournament runs.

• Automated Career Tracking & Fan Engagement

  To provide fans with a truly immersive experience, we engineered a data-driven statistics module that autonomously updates Alan’s career milestones. This "tactically driven" system tracks his PDC Order of Merit standing, tournament averages, and match results in real-time. By removing the need for manual administrative updates, we have ensured the site remains a reliable "source of truth" for the media and the public, allowing Alan’s team to focus on community initiatives and performance on the stage while the digital platform handles the heavy lifting of data management.