The 2Advanced team created an edgy, innovative design that highlights the fun-loving spirit of the O’Neill brand as well as the carefree vibe of the action sports industry. Each sports genre boasts its own unique design and style. The navigational metaphor offers deep-linking to specific product pages. There are also 2 Flash-based modules, the wetsuit and board shorts builders, offering customers their first chance to personalize their O’Neill gear prior to purchase.