Going direct-to-consumerthrough elevated e-commerce.

Race Face

Digital evolution within the cycling industry has empowered consumers to be more self-directed when researching and shopping online for the products that best suit their needs.

As a category leading brand, Race Face has built a loyal customer-base of adrenaline seeking cyclists in search for new ways to improve performance through advanced components.

While positioning was strong and brand reputation unmatched, Race Face had not yet begun to leverage online channels to build community, drive sales, and engage customers.

To get there, Race Face tapped our team to lead end-to-end CX planning and the launch of a new flagship e-commerce site that pivots the brand towards a direct-to-consumer model.

Visual navigation drives exploration.

Built on a scalable multi-brand platform –

Product pages designed to entice.

Elevated visuals –