Privacy Policy

Last updated: 12 November 2026

This Privacy Policy explains what personal information Back Heel collects when you visit backheel.shop or place an order, why we need it, who sees it, how long we keep it and what you can ask us to do with it. Back Heel, 19 Leland Hill Road, Sutton, MA 01590, US, is responsible for the information described here. If anything on this page is unclear, email support@backheel.shop and a real reply comes back within 24 hours on business days, Monday to Friday.

We sell original art-pattern jerseys for futsal, street and pickup soccer, plus shorts, socks and two warm-up layers. Running a small shirt shop does not need much of your data, and we keep it that way. The short version: we collect what it takes to print the right name on the right back, get the parcel to your door and answer your emails. Nothing more.

Privacy at a glance

We collect the details needed to make, ship and support your order: name, email, addresses, the items you chose and any name and number you typed for the back.
The homepage and product-page tools (the turntable, the Step back slider and the First whistle date picker) collect nothing, send nothing and store nothing.
No account is needed to shop. If you create one at My Account, it holds your order history and saved addresses.
There is no photo upload on the site. If you email us a photo, for example of a damaged parcel, we delete it 30 days after delivery of the related order.
Card and payment details are handled by the payment provider shown at checkout. We never see or store your full card number.
We do not sell or rent your personal information. You can ask to see, correct or delete it at any time by email.

1. Information we collect

1.1 Information you give us at checkout

When you place an order we ask for your name, email address, billing address and shipping address. If the checkout shows a phone field and you fill it in, we use that number only to pass to the carrier for delivery problems. We do not call customers; support is by email only. We also record what you bought: the pattern, colourway, size, sleeve length, quantity and price, and the date and time of the order.

1.2 The name and number on your back

Most of our jerseys let you add a name (up to 12 letters, printed in capitals) and a number from 0 to 99 on the back. The three Custom shirts require both, and can carry a small front chest number. What you type in those boxes becomes part of your order, because we print exactly what you type. A name on a shirt can be personal information, so we treat it the same way as your address: it is used to produce and check your order, and it is kept with the order record. If you are a squad organiser ordering eight shirts for your Thursday five-a-side, the names of your teammates sit in that order too. Please only type names you have the right to use, and tell your teammates their name is going on the back. Most people are thrilled. The keeper usually asks for a bigger font.

1.3 Information you send by email

When you email support@backheel.shop, we receive your email address, your message and anything you attach. Typical examples: an order number, a request to fix a misspelt name inside the 24-hour change window, a size swap after the shirt arrives, or a photo of a damaged item. There is no photo upload or form on the site, so email is the only way images reach us.

1.4 Information collected automatically

Like every website, our server and hosting provider receive basic technical information when you load a page: your IP address, browser and device type, the page requested, the page you came from, and the date and time. This is used to deliver the page, keep the site secure and spot abuse such as automated attacks. The store software also uses cookies to keep your cart and checkout working; see section 4.

1.5 Information from the payment provider and carrier

When you pay, the payment provider tells us whether the payment went through and may give us limited details, such as the payment type and the last digits of a card, never the full number. When the carrier gives us a tracking number, we include it in the dispatch email and may see delivery status updates for your parcel.

2. What the homepage and product-page tools do with your input

Our site is built around one idea: back first. Most of the court only ever sees your back, so the shirts are shown that way, and a few small tools let you play with that. None of them collect personal information.

Interactive tools on backheel.shop and the data they use
Tool	Where it is	What happens to your input
The turntable	Homepage and every jersey page	Dragging the shirt, pressing the arrow keys or the Front and Back buttons only turns the drawing in your browser. Nothing is sent or saved.
Live name and number preview	Jersey product pages	The letters appear on the drawn back as you type, and the “Read the back out loud” line repeats them. They are only sent to us if you add the shirt to your cart and place an order.
Step back slider	Homepage	Moving the distance slider changes the picture on your screen to show how the back panel reads from across the court. Nothing is collected.
First whistle	Homepage	You pick your first game date and the page works out the last day to order from our shipping estimates. The date stays in your browser. It is not sent to us and not stored.
Gallery, Five on court, Shop by move	Homepage	These are pictures and links. Clicking them simply opens another page.

No account is needed for any of these, and closing the tab wipes whatever you did. If you spent ten minutes deciding between Clay and Cobalt or Mustard and Ink, that struggle stays between you and your screen.

3. How we use your information

To make your order: print the pattern, size and sleeves you chose, and the name and number exactly as typed.
To ship it to the US, Canada, Australia or New Zealand and email you order and dispatch updates.
To handle changes and cancellations within 24 hours of ordering, returns within 60 days of delivery, the free return label, refunds and store credit.
To answer your emails, including questions from squad organisers collecting sizes for a whole roster.
To prevent fraud, keep the site and your account secure, and meet our legal and accounting duties.
To improve the shop, for example noticing that many people ask the same sizing question and adding the answer to the Size Guide.
To send marketing emails only if you have agreed to receive them. Every marketing email would carry an unsubscribe link, and saying no never affects your order.

If you are in a place that requires a legal basis for each use, these are ours: carrying out our contract with you (making, shipping and supporting your order), our legitimate interests (security, fraud prevention and improving the shop), your consent (marketing emails and any non-essential cookies) and legal obligations (keeping business and accounting records).

4. Cookies and similar technologies

Essential cookies keep your cart, checkout and account working. Without them the cart would forget your shirts the moment you opened another page, which is about as useful as a keeper who refuses to dive. These cookies are set by the store software and expire on their own; the session cookie for your cart is removed after a short period of inactivity.

Analytics or advertising cookies are used only if such tools are switched on for the store and, where the law requires it, only after you agree. If we add one, we will name it on this page. You can block or delete cookies in your browser settings at any time; if you block essential cookies, the cart and checkout will not work.

5. Who we share information with

We share personal information only with the service providers that help us run the shop, and only the part each one needs:

The payment provider that processes your payment at checkout. The options available to you are shown at checkout before you pay; see Payment Methods.
The businesses that produce and pack your order, which receive the items, sizes, the name and number for the back, and the shipping address.
Shipping carriers, which receive your name, shipping address and, if you gave one, your phone number for delivery.
Our website hosting and email providers, which store the site and carry our messages.

These providers may use your information only to provide their service to us. We may also disclose information if the law requires it, to protect our rights or someone’s safety, or as part of a business transfer such as a merger or a change of ownership, in which case this policy would continue to protect it. We do not sell or rent your personal information, and we do not share it for cross-context behavioural advertising.

6. How long we keep information

Order records, including the name and number printed on a shirt: kept for as long as tax and accounting law requires, then deleted or made anonymous.
Photos you email us, such as a damage photo: deleted 30 days after delivery of the related order.
Support emails: kept while they help us resolve your request or a later question about the same order, then deleted.
Account details: kept until you ask us to close the account, apart from order records we must keep.
Marketing preferences: kept until you unsubscribe.
Anything typed into the turntable, Step back or First whistle: never stored, so there is nothing to keep.

7. How we protect information

The whole site runs over encrypted HTTPS connections. Access to order and customer information is limited to the people and providers who need it to make, ship or support your order. Payments are processed by the payment provider, not on our own systems. No system is perfectly secure, but we work to protect what you share, and if a breach affects your information we will tell you when the law requires it. Please never email us a card number, password or other secret. We will never ask for one.

8. Your rights and choices

Depending on where you live, including several US states, Canada, Australia and New Zealand, you may have the right to:

Ask what personal information we hold about you and get a copy.
Correct information that is wrong, such as an old address.
Ask us to delete your information, apart from records we must keep by law.
Withdraw consent you gave, for example to marketing emails.
Object to or limit certain uses, and opt out of any selling or sharing for targeted advertising (we do neither).
Complain to the privacy regulator in your country if you are not happy with our answer.

To make a request, email support@backheel.shop with the subject “Privacy request” from the address linked to your order or account. We may ask a question or two to confirm it is really you, so nobody else can read or delete your details. We respond within the time the law requires and we never treat you differently for using your rights.

9. Children’s privacy

Our sizes run from adult S to 5XL and the shop is not directed to children under 13 (or under 16 where local law sets a higher age). We do not knowingly collect personal information from children. If a parent or coach orders a shirt with a young player’s name on the back, the adult placing the order is our customer and the name is handled as described in section 1.2. If you believe a child has given us personal information directly, email us and we will delete it.

10. Visitors from Canada, Australia and New Zealand

We ship to the US, Canada, Australia and New Zealand, and our shop is run from the United States. If you order from outside the US, your information is processed in the United States and possibly in the countries where our service providers operate. We use the safeguards the law requires for these transfers, and the rights in section 8 apply to you wherever you order from.

11. Governing law

This policy is governed by the laws of Massachusetts, without taking away any privacy rights you have under the laws of the place where you live.

12. Changes to this policy

We will update this page when our practices or the law change. The “Last updated” date at the top shows the latest version. If a change matters for how we use your information, we will put a notice on the site or email customers whose orders are affected.

13. Contact us

Back Heel, 19 Leland Hill Road, Sutton, MA 01590, US. Email support@backheel.shop with any privacy question or request; support is by email only and replies come within 24 hours on business days. Related pages: Terms of Service, Contact Us and Submit Ticket.