INNER SELF
INNER SELF
Sport
Shopify
E-commerce
2026
Mandate
TREIZE designed and developed the product page template (single-product) for the INNER SELF Shopify theme: user experience, integration, and content logic. We also handled the search engine optimization for the store.
The result is a unique template, powered by structured data, which serves the entire catalog: t-shirts, bib shorts, shorts, and accessories, for both men and women.
Objectives
- Present each product as a piece of technical equipment, without weighing down the purchase
- Help the customer choose the right piece and the right size the first time, to reduce returns
- Provide the INNER SELF team with a template they can populate on their own, product after product
- Improve the store’s organic visibility for running apparel searches
- Serve an international clientele, in multiple currencies and units of measurement
A product page that reads like a technical data sheet
A runner does not choose a t-shirt the same way they choose an everyday shirt. They want to know if they can wear it at 10°C or 35°C, if it is made for an easy run or intense training, and where the air flows.
The product page answers these questions in three chapters, accessible via sub-navigation: the product, its system (Pace_System), and its fabric (PacePro™). It includes an intensity scale, a temperature range in Celsius or Fahrenheit, numbered specifications, and associated close-ups.
Buying remains simple. You can toggle between a male and female model to see the fit, consult an illustrated size guide in inches or centimeters, and each product displays its version and release date, like software.
On the development side, each information block is a Shopify theme component powered by custom fields (metafields): intensity, temperature range, fabric, specifications, version. The fabric is defined once and reused by all products that feature it. The male/female, °C/°F, and inch/centimeter toggles run browser-side without reloading the page, and galleries are served in WebP via the Shopify CDN.
SEO designed for e-commerce
A Shopify store can be beautiful and still remain invisible. Color pages cannibalize each other, images lack descriptions, and Google snippets pull random bits of text.
We treated each color as a standalone page. The Performance T-shirt in blue, black, off-white, and vintage red each has its own address, linked to the others by color swatches. A buyer looking for a blue running t-shirt lands directly on the right product.
Verified customer reviews, displayed on each page, add fresh and credible content in both French and English.
On the development side, each page declares its canonical URL to avoid duplicate content between colors. Titles, meta descriptions, and sharing tags (Open Graph, Twitter) are generated from product data. Each image carries descriptive alt text (product, color, angle, model), which serves both Google Images SEO and accessibility.
A template the brand populates on its own
A rich product page is worthless if every new product requires a developer. INNER SELF launches collections every season and needed to be able to publish without us.
The team fills in clear fields in the Shopify admin: intensity, fabric, specifications, size guide, photos by model. The page assembles itself. A field left empty simply hides its block without breaking the layout.
This approach can be applied to any brand whose product has something to explain: outdoor gear, cosmetics, technical accessories.
On the development side, the template relies on Shopify theme sections and blocks (Online Store 2.0) and on metaobjects for shared data, such as fabrics. The conditional display logic is written in Liquid. The template remains compatible with Shopify Markets: prices, currencies, and taxes adapt to the visitor’s country without additional code.
