Challenge
Roxder had outgrown its existing website. Built on a general-purpose theme, the store struggled with speed and offered limited flexibility, with no practical way to introduce the custom changes the business needed. Fixed layouts restricted how Roxder could present its brands, showcase products, and develop its shopping experience. The brief was to create a stronger foundation: a website shaped around Roxder’s identity and ambitions, with room to evolve.
Approach
Sobe Agency developed a custom WooCommerce storefront using our own modular theme foundation, with speed, reliability, and flexibility as core priorities. We combined a distinctive visual identity with practical shopping features, including custom navigation, product filtering, quick-view functionality, and richer brand pages. Reusable content blocks give Roxder control over promotional layouts and brand storytelling, while an extensible architecture supports future functionality. Performance-conscious image loading and carefully managed interactive features support a responsive experience across devices.
Gallery
A revitalized experience vision to help unlock brand equity through storytelling
We set out to define a new approach to brand and product storytelling, interrogating existing site and categorical pain points, brand USPs, and consumer benefits. A deep understanding of existing headwinds and tailwinds allowed us to define a vision for the site that moved it from a traditional eCommerce experience to a resource for those looking to level up their performance and unlock what’s next. Less about selling a product, and more about building brand momentum and excitement for what WHOOP enables.
From the elite to the individual
WHOOP originally built a following amongst elite athletes, professionals even, but as it moved into its next chapter, it wanted to open the aperture of who was invited in – a pursuit reflected in the new site experience. We evolved existing WHOOP audiences to more granularly capture nuanced mindsets, behaviors, touch points, and points of tension, landing on three core audience segments against which to build the experience. We audited where the site fell short in addressing these new segments and identified areas of opportunity to tailor the experience accordingly.