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Case Study

Pedal Mafia

Premium brand, premium experience. How Theory helped Pedal Mafia sharpen their Shopify UX and launch a global PAC-MAN® collaboration - without overhauling the entire site.

Services

UI/UX Design

The Client

Pedal Mafia is a premium cycling apparel brand known for high-performance fabrics, bold design, and a loyal riding community. With global collaborations like PAC-MAN® and Zwift on the calendar, they needed a Shopify experience - and a dev partner - that could match the caliber of the brand.

Client Goals

Align the storefront UX with the brand's premium positioning.
Improve the buying experience for complex technical apparel.
Build custom pages for high-visibility collaborations.
Get flexible, project-based dev support without a retainer commitment.
Keep the site lean and fast through targeted improvements.

The Problem

A growing brand hitting the ceiling of an aging Shopify setup.

Complex problems, cluttered PDPs
Technical cycling apparel with multiple fits, fabrics, and colourways needed a clearer content hierarchy and a faster path to purchase.
UX debt from prior builds
Lingering mismatches and friction points across collection, product, and cart flows were undermining an otherwise strong brand experience.
No dev partner for high-stakes launches
Global collaborations like PAC-MAN® required custom builds, elevated storytelling, and fast turnaround - not a full site overhaul.

What We Did

Theory Digital partnered with Pedal Mafia on a project-basis model - delivering targeted UX wins, ongoing dev support, and a fully custom PDP for their PAC-MAN® collaboration. High-impact work, shipped fast, without the overhead of a retainer.

Full UX Optimization Sweep
Started with an Oddit implementation to tighten core user flows. Streamlined the PDP content hierarchy, improved the mobile experience, and reduced friction from collection to product to cart. Cleaned up UX/UI mismatches from prior builds to create a strong baseline for everything that followed.
Flexible Ongoing Dev Support
Pedal Mafia relies on Theory as a flexible resource they can tap into as needed. Quick-turn UX improvements, troubleshooting and cleanup, light feature enhancements, and seasonal content updates - all without a standing retainer.
Custom PDP for the PAC-MAN® Collaboration
The standout project. A bespoke product page built to match the global visibility of the release. Custom collection PDP with a layout tailored for storytelling, licensing requirements, and visual merchandising. Highly interactive structure to showcase limited-edition products - all built to feel native to Shopify while maintaining brand integrity.