Avelize - Shopify Expert Agency

Custom Shopify Development for Proper Kicks

How Avelize built a custom Shopify theme and storefront for Proper Kicks: product page architecture, drop-ready UX, and performance engineering.

About Proper Kicks

Proper Kicks is a streetwear and sneaker brand that needed a Shopify storefront capable of presenting premium footwear, handling product drops, and converting high-intent buyers on mobile.

The challenge

The existing store relied on a generic theme that could not handle the visual demands of sneaker retail or the operational complexity of limited-release product drops. Product pages lacked the UX detail — size guides, stock indicators, variant-level presentation — that converts sneaker buyers who already know what they want.

Scope of work

  • Custom Shopify theme architecture and Liquid templating
  • Product page rebuild with size, availability, and variant UX
  • Performance optimization on mobile and Core Web Vitals
  • Collection page architecture and product discovery navigation
  • SEO-safe implementation with schema and clean URL structure

The solution

Avelize designed and built a custom Shopify theme from the ground up, structured around the specific UX requirements of footwear retail. The product page was the priority: clear size selection, real-time availability signals, high-quality image presentation, and a checkout path with minimal friction. The implementation kept Core Web Vitals targets across mobile and desktop, and all structured data was built in from the start so the store was indexable from launch day.

Technical approach

  • Custom Liquid sections for product, collection, and homepage templates
  • Variant and size-matrix UX with stock-status indicators
  • Image optimization pipeline for high-resolution sneaker photography
  • JSON-LD Product and Offer schema on all PDPs
  • Core Web Vitals audit and LCP/CLS improvements on revenue templates
  • Internal link architecture and sitemap coverage from day one

Outcome

Proper Kicks launched with a custom Shopify storefront built specifically for sneaker retail — fast, SEO-ready, and designed around how their customers actually buy. The store handles product drops cleanly and presents the catalog in a way that matches the brand positioning.

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Avelize delivers custom Shopify development, technical SEO, and UX work for ecommerce brands. Contact us to discuss your project, or see the full portfolio.