Pearl Izumi

Overview

As the cycling industry surged during COVID, this project focused on repositioning Pearl Izumi in a more authentic, rider-first way. The goal was to reconnect the brand with real cyclists by refocusing on the ride, and the gear designed to disappear once you’re in it.

Centered on road and gravel, the refresh introduced a new e-commerce and brand direction supported by raw, authentic photography and a flexible design system. Built to scale across platforms, the system streamlined execution while reinforcing what sets Pearl Izumi apart: performance gear that shows up when the ride demands more.