Duzter isn’t just another athletic gear company. They’re a brand born from experience on the ice. Founded by a father and son duo, Duzter set out to create base layer protection that’s comfortable, breathable, and built specifically to prevent injury from skate blades without sacrificing performance. Their gear fills a gap in the market that traditional compression wear simply doesn’t address.
So when the Duzter team found out they would be airing on Shark Tank in three weeks, they knew their current Shopify site wasn’t ready for the surge in traffic and attention. They needed a refreshed, engaging site to tell their story, showcase their unique product advantages, and drive sales under a short deadline.
The challenge? Overhaul the Duzter website, including layout, imagery, and messaging, without disrupting the existing Shopify framework or relying on custom development that would slow things down. And with just 21 days to get it done, there was zero room for delays.
The PUREi team quickly got to work, starting with updated wireframes that mapped out a more intuitive structure for the homepage and product detail pages. The goal was to clarify the brand’s value proposition at a glance, making it easy for first-time visitors to understand what makes Duzter different from the rest.
With the wireframes approved, we moved into visual design and layout using a mix of graphics and client-provided images. The client supplied video clips were transformed into an eye-catching animated header to immediately grab visitors’ attention and communicate Duzter’s on-ice credibility. The animation not only emphasized the gear’s protective features, but also brought the brand’s high-energy personality to life on the home page. By rethinking how content was grouped and displayed, we were able to eliminate clutter and guide users through the product story in a more intentional way.
Throughout the project, we worked in close collaboration with the Duzter team, providing mockups, previews, and updates to keep everything moving. Thanks to our focus on the project and the client’s responsiveness, we were able to go from kickoff to launch in just over two weeks, right on time for the big Shark Tank moment.
And it paid off. The updated site was live and polished when the episode aired, helping Duzter make the most of their national TV exposure. Their pitch caught the attention of none other than Mark Cuban, who offered them a deal, further proof that the product, and the presentation, hit the mark.
This project was a great example of what can happen when a strong brand, tight collaboration, and focused creative all come together under pressure. We were proud to help Duzter gear up for their Shark Tank debut, and even prouder to see them score big.
