Bellissimo! Rudy Project North America Launches New E-Commerce Site Designed for Customers First

The new website is the go-to online location for shoppers in North America and the Caribbean, where they can explore “Made in Italy” eyewear, helmets, and gear. The new is designed with a seamless shopping experience in mind – users can sort products by color, price, sport, and more, to find the latest and most technically cool eyewear available in North America, coupled with user accounts for a personalized shopping experience.

“This is a full redesign,” said Alysia Kamrath, Director of Digital Marketing. “We looked very carefully at feedback from our customers and athletes and thought critically about what we wanted our customer experience to be. This site is designed with all of that at the forefront.”


Brand new features include:

  • Effortless Rx ordering
  • Responsive order tracking
  • Complete re-organization
  • Streamlined online returns
  • Compact product pages
  • Easy to find spare parts and accessories

Mobile customers will be thrilled to see the entire site has been optimized for a mobile first experience, to make the transition between email, social media, and the website seamless. Mobile customers will experience collapsible navigation, responsive order forms, and compact product pages for easy and educated shopping.

The site also heavily features Rudy Project’s international family of talented athletes, including pro cycling teams Lotto-Soudal, TIBCO-Silicon Valley Bank, Trek-Segafredo, Bahrain Merida, and Jelly Belly Cycling p/b Maxxis. Also making an appearance is Heather Jackson, the top female American triathlete in long distance, and Ben Kanute, who had a break out year last year by coming in second at IRONMAN® 70.3 World Championships. Rudy Project is also proudly showcasing world-class Nordic ski athletes, ultra-runner and Patagonia ambassador Jeff Browning, and history’s first long distance African American female speed skater to make the US Team. Customers can browse athlete picks, read athlete bios, and get to know why some of the world’s top athletes have chosen Rudy Project. “There’s a reason Rudy Project is the number one helmet in Kona,” said Joe Lawhorn, an athlete who qualified for Race Across America on a fixed gear bike and set the 24 hour fixed gear record for distance while wearing Rudy Project’s Boost 01 helmet.  “The technology, comfort, and technology that goes into their helmets sets the industry standard.” Rudy Project notched its seventh consecutive year being the number one helmet in Kona at the IRONMAN® World Championships this past October, outstripping the nearest competitor brand Giro by 1,199 helmets over that time period. It’s no question why the world’s top triathletes select Rudy Project for the most important race day of their lives.

“This is by far the most extensive digital redesign we’ve done since 1998,” said Paul Craig, President and Co-Founder of Rudy Project North America. “We really wanted to ensure that our customer’s online interface was as rich and enjoyable as the experiences they have using our products, whether that’s going on a bike ride, running a marathon, or tackling a triathlon. And I’m thrilled with and proud of the end result.  I am sure our customers will simply love the new site and how mobile friendly it is. It is definitely a giant step forward in offering our users the best customer service and experience.”

The new site can be found at – customers will still be able to access for the time being and make purchases on both sites, depending on their preferred interface. The new site contains a multitude of rich media and history about the brand, including photos, videos, and educational materials about the unique technologies that set Rudy Project’s eyewear and helmets apart, like the Hexocrush dual-density foam in the new Racemaster road helmet, and the hydrophobic, UV-resistant coatings that make the new Polar 3FX HDR lens line ideal for any sporting application. Customers can easily find the latest and greatest from Rudy Project, such as the quick change Sintryx mountain-bike specific frame, and the new Tralyx SLIM, specially designed for women.

“We’ll continue to add more and more features that we know our customers will enjoy,” said Kamrath. “But we want to make it an iterative process – we’ll keep adapting and innovating based on our customer’s needs.”

Please note, comments must be approved before they are published

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.