BOA Dials in Marketing Campaign to Expand Outreach

BOA Technology launches a global brand campaign to speak more directly to consumers. The campaign focuses on pioneering athletes across the brand’s key segments – snowboarders, road cyclists, trail runners, downhill mountain bikers, climbers, and ski mountaineers – dialing into peak performance with a micro-adjustable precision fit.

The campaign asks consumers if they “… hear that,” connecting the performance benefits of the BOA Fit System with the signature clicking of the BOA dial.  After two decades of marketing primarily to the trade, BOA is doubling down to build and develop its brand directly with end-users of BOA-powered products.

BOA Vice President of Marketing Derek Keller, who joined the company last July, positions the campaign through the lens of performance.

“In our Performance Fit Lab, we are scientifically proving the benefits of BOA’s dialed in precision fit for athletes, and we’re excited to bring this message directly to our consumers,” Keller said. “The campaign not only calls attention to BOA’s unmistakable dial sound, but links it to the focused, confident, fearless mindset athletes experience when they dial in with BOA.”

The campaign kicks off with a high-energy anthem, highlighting the BOA Fit System across a variety of brand partners. This anthem can be viewed at and BOA’s YouTube channel. As take-downs from the anthem, campaign spots will feature members of the BOA Trail Team, BORA-Hansgrohe UCI World Team men’s cycling team, CANYON//SRAM UCI World Team women’s cycling team, Scott/SRAM MTB racing team, along with top mountain bikers, snowboarders, and alpinists. BOA’s campaign runs globally through October on Instagram and YouTube.


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