Unifying multiple brands and audiences while empowering a tribe.

The Problem

Leading bicycle component maker SRAM was struggling to bring consistency to their expanding portfolio of brands and digital experiences. The company also felt itself becoming more corporate, risking the connection and equity they had built with riders over time. On top of that, their growth demanded a better product browsing experience to drive more shoppers to dealers for purchase.

The Solution

OX designed a new web platform that delivered product and lifestyle content together, harmoniously and consistently. We executed a complete restructure of site architecture, design and functionality on Episerver, building a flexible system that supports multiple brands beneath a single SRAM umbrella. The new site features a best-in-class product browsing experience to support their drive-to-dealer sales strategy.


Digital Experience
B2B & B2C Ecommerce (platform)

Website Design

While the site delivers product content within an intuitive experience, it also adds a more human dimension to the SRAM experience in both words and images. This helps the company reconnect with its core community while extending an open door to new fans—across the entire portfolio of SRAM brands.


Product Specs Meet Lifestyle Stories

On a technical level, the new site is integrated directly with the company’s product information management system and resource library, seamlessly delivering specs and content for thousands of SKUs—while also surfacing relevant lifestyle content produced by brand and product teams.


Platform Integration

As an Episerver-certified development team, OX took full advantage of the platform’s capabilities from planning to execution. Along with the efficiencies gained by working within a single system, the platform enables the SRAM team to deploy photos and videos easily, helping them tell powerful product stories within the context of the ride.


Contact Us

What problem are you trying to solve?

New Business Inquiries:
Matt Quinn
Director of Business Development
+1 312-815-9611

General Information:
+1 312-815-9610

125 S. Wacker Dr. STE 3000
Chicago, Illinois 60606