Taking UnParallel Sports to New Heights

By capitalizing on their team’s decades worth of design and engineering experience, UnParallel Sports is taking the rock climbing, mountain biking and commuter biking shoe market by storm and building a serious fan base in the process. They’re literally breaking the mold — the company is not only designing their products, they’re also crafting the rubber that sets them apart (in California no less!).

With so much invested in bringing their vision to market, UnParallel had one last decision to make — selecting a partner to build an eCommerce site to launch its brand in the U.S. We were thrilled to be offered the opportunity to get in on the ground floor of such a cool project.

Our goal was to create an eCommerce environment that was beautifully focused on the shoes but also built with conversion in mind. The website needed to inspire adventure while allowing the user to seamlessly move between devices. The client’s customers are, after all, usually on the move, so the site had to work well for climbers and bikers on the go. We made sure the shoes looked great on devices that would be passed around at the climbing gym or on the trail.

The site included other vital components such as clear calls-to-action, compelling visuals and fresh copy. Clean product pages highlighted the unique aspects of the brand and provided the user with ample details and specs. The checkout process was designed to be quick and easy so customers could get back to what they love – outdoor adventure!

Our team set up dozens of products and the eCommerce shopping cart, which required integrations with shipping carriers and payment gateways. We also made sure the site could integrate with other distribution channels, like Amazon. We wanted to ensure that UnParallel had room to grow their business well into the future.

In a competitive market, search engine optimization is vital. The site was built using search engine-friendly page structure and URLs. After thorough keyword research, we implemented meta tags, page descriptions and paragraph titles to ensure that customers would find UnParallel’s site.

This beautiful, user-friendly eCommerce site launched in the fall and, like a climber reaching a summit, we couldn’t be more proud. We’re excited to help UnParallel Sports’ business take off and reach new heights!