A Best-in-Class Product. A Theme That Couldn't Keep Up.
Feetures makes high-performance athletic socks built around anatomical construction, targeted compression, and an itch-free guarantee. They're the number one rated running sock brand in America and hold a loyal following among serious athletes and everyday runners alike.
When they came to Netalico, the store had outgrown its existing Shopify theme. Product listing pages were constrained by Shopify's default product-per-page limits, making it hard to show the full depth of a technically differentiated range. The product detail pages couldn't handle the complexity of men's and women's variants, activity-specific filtering, or the kind of upsell logic a high-consideration sock purchase warrants. Manual processes around content and merchandising were creating overhead that scaled badly as the product range grew.
Custom PLPs, Dynamic PDPs, and a Cart Built to Lift AOV.
01.
Custom Product Listing Pages
Custom PLPs were built using the Shopify Collections API to bypass default product-per-page limits. Filtering by product type, sport, and activity was built in. Seasonal promotions are highlighted with color-coded labels. Bundle savings are visible at the collection level so customers can see the value before they click through to a product.
02.
Dynamic Product Detail Pages
PDPs were rebuilt to handle the complexity of the Feetures range. Men's and women's tabs toggle size-specific variants without a page reload. Color swatches update dynamically based on collection context. Upsell options were added at PDP level, individually tested to confirm they added revenue rather than friction. Below-the-fold content is driven by metafields, removing the need for manual copy updates per product.
03.
Cart Experience and Free Shipping Bar
A custom drawer cart and full cart page were built with large product images and clear order summaries. A free shipping progress bar was added to show customers how close they are to the free shipping threshold. Flat-rate shipping logic for orders below the threshold was automated. Add-to-cart rate grew 32% and average order value grew 19% across the new cart experience.
04.
Metafield-Driven Content Automation
Below-the-fold product content including technical specifications, activity guides, and care instructions was connected to Shopify metafields. The Feetures team can now update product content at scale without touching the theme code, removing a recurring source of manual work that had been slowing down catalog management.
“The biggest thing is they listen to us, and that's really hard to find in a developer.”
Hugh Gaither
Founder, Feetures
