Flick Fire

Flick Fire sells precision finger sleeves to India’s competitive mobile gaming community. The audience is teenagers and twenty-somethings who play Free Fire and BGMI on a phone, follow esports orgs, and can tell the difference between a brand that plays games and a brand that has read about them.

So the store is not built like a store. It’s built like a drop.

The direction

A 100 Thieves–style editorial treatment: dark canvas, oversized condensed display type, one accent, no gradients, no rounded friendliness. PUSH THE LIMITS. set at a size that breaks the grid, half of it in orange. An issue line — ESPORTS / ISSUE 01 / 2026 — because streetwear drops are numbered and this category borrows from streetwear, not from peripherals retail.

Katakana in the bottom corner, a scrolling marquee, and product cards that read as editorial spreads rather than tiles with a price under them.

Built as a real Online Store 2.0 theme

Not a page builder and not a bought theme with the colours changed — a custom theme written from theme.liquid up, so every section is editable in the Shopify theme editor by whoever runs the store next.

Templates	JSON templates for index, product, collection, list-collections, cart, page, search, 404
Sections	Pinned header and footer groups, plus hero, marquee, featured products, features grid, and a manifesto/stats block
Snippets	One editorial product-card reused across home, collection and search, so the card can never drift between pages
Assets	Hand-written theme.css and a small theme.js for reveal-on-scroll and AJAX add-to-cart

The homepage’s featured products pull real product records through picker blocks rather than being hardcoded, and settings expose the brand name as two halves (FLICK / FIRE) so the split-colour lockup stays editable instead of being baked into markup.

Why AJAX add-to-cart mattered here

The traffic is almost entirely mobile, on Indian networks, and the product is an impulse buy at a low price point. A full page reload between “I want this” and “it’s in the cart” is where that impulse goes to die. Adding to cart never leaves the page.