The Wolfpack — the official fan brand of UCI WorldTour cycling team Soudal Quick-Step — needed a webshop that matched the ambition and energy of the team itself. With a passionate global fanbase shopping for jerseys, training gear, and fan essentials, their previous online shop was perceived as outdated and underperforming, especially on mobile.
AG Cycling, the team behind The Wolfpack, partnered with Radikal to rebuild the store from the ground up on Shopify. The goal was clear: bring the shop back in-house, improve performance and conversion, and prepare it for peak demand around the launch of the 2026 jersey collection.
Collections-led architecture
The new store was built around a collections-first navigation, creating clear and distinct entry points for the men's Soudal Quick-Step range and the women's AG Insurance-Soudal collection. Product templates were optimized to highlight team merchandise — jerseys, bib shorts, training gear, and accessories — with improved visual hierarchy and sizing guidance.
Cross-sell and upsell mechanics were integrated at product level to support average order value. Flexible storytelling and landing pages were created using reusable theme building blocks, giving the marketing team full autonomy to tie content to seasonal launches and race moments — without needing developer involvement.
Integrations and marketing automation
To power the operational and marketing side of the store, Radikal implemented a connected tech stack. SendCloud was integrated for shipping notifications and real-time track-and-trace, ensuring fans worldwide stay informed from order to delivery. Pay.nl was configured as the payment processor, with OSS tax configuration handled through compatible plugins.
Klaviyo was set up from scratch with initial automated flows, a campaign template, and a full warm-up strategy. The marketing team received hands-on training to manage campaigns independently after launch — giving them complete ownership of their customer communications from day one.
