BOA Technology launches a new marketing campaign


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Denver, CO (May 3, 2022) – BOA® Technology – creators of the BOA Fit System – compound new global brand campaign, as it expands its marketing to speak more directly to consumers. The campaign focuses on trailblazing athletes in the brand’s key segments – snowboarders, road cyclists, trail runners, downhill mountain bikers, climbers and mountain skiers – to achieve peak performance with a micro-adjustable precision fit .

The campaign asks consumers if they “…hear that?”, linking the performance benefits of the BOA Fit system with the signature click of the BOA dial. After two decades of marketing primarily to the trade, BOA is now doubling down to build and grow its brand directly with the end users of BOA powered products. Vice President of Marketing Derek Keller, who joined BOA last July, positions the campaign from a performance perspective.

“In our Performance Fit Lab, we scientifically prove the benefits of BOA’s precision fit for athletes, and we’re excited to bring that message directly to our consumers,” Keller says. “The campaign not only draws attention to the unmistakable sound of BOA’s dial, but connects it to the focused, confident and fearless mindset that athletes experience when they log on to BOA.”

“I have been using BOA for years. Consistently, the fit is amazing. BOA locks my heel in, which I can translate to better power and control in my ride,” says Luca Shaw, BOA brand pioneer and UCI downhill racer. “BOA really makes the difference – that’s the importance of a precise fit”

The campaign will kick off with a high-energy anthem, highlighting the BOA Fit System across a wide variety of their brand partners; from Specialized to Crank Brothers, from La Sportiva to Adidas, and The North Face, to Burton, Footjoy and Salomon. The anthem can now be viewed on and BOA’s YouTube channel. As anthem teardowns, campaign spots will feature members of the BOA Trail Team, BORA-hansgrohe UCI World Team Men’s Cycling Team, CANYON//SRAM Women’s Cycling Team, from the Scott/SRAM MTB racing team, as well as top mountain bikers, snowboarders and mountaineers. BOA’s new campaign will air globally from May to October 2022 on Instagram and YouTube.

About BOA Technology: BOA® Technology Inc., creators of the revolutionary, award-winning and patented BOA Fit System, partners with market-leading brands to make the best gear even better. Offering fit solutions specifically designed for performance, the BOA Fit System is found in products for snowsports, cycling, hiking/trekking, golf, running, field sports, outdoor apparel. work, medical corsets and prostheses. The system consists of three integral parts: a micro-adjustable dial, an ultra-resistant lightweight low friction laces and lace guides. Every single The configuration is designed for a quick, effortless and precise fit, and is backed by the BOA warranty. BOA Technology Inc. is headquartered in Denver, Colorado, with offices in Austria, Hong Kong, China, South Korea and Japan. For more information, visit

Media Contact: Akimbo Communications, Casey Raymer, [email protected]


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