Boa Unveils First Consumer Campaign

Boa Technology announced the launch of its first consumer campaign, DIALED IN, and it’s new global digital web-based platform, BoaFit.com, to inspire consumers to get “dialed in” and better connect them to Boa-powered performance products, said the company.

According to Boa, the DIALED IN campaign showcases pioneers in both sport and life who define and push the limits of performance, are unconventional, and are constantly innovating. Boa chronicles them “dialing in” mentally and physically to perform at their peak using the Boa Fit System. 

The initial campaign features original video content that spotlights: the BORA – hansgrohe cycling team and three-time World Champion Peter Sagan behind the scenes preparing for a successful 2019 season; Travis Rice, professional snowboarder and pioneer of the big mountain freestyle movement; extreme alpinist Max Berger preparing for his next big ascent in the Himalayas; and Michael Kabicher, world-class ultra-trail runner and Boa employee, traveling the world preparing for and competing in top trail races.

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“We are excited and honored to tell these stories and hopefully inspire athletes to get ‘dialed in’ to their pioneering spirit and improve their performance using the Boa Fit System,” says Shawn Neville, CEO of Boa Technology. “We are fortunate to work with world class athletes and innovative brands around the world, collaborating to make their best gear even better with Boa.”

The relaunched BoaFit.com is a global platform that connects consumers to the latest in Boa-powered performance fit solutions from brands across all key geographies and market segments including: snowboarding, cycling, hike/trail, mountaineering, golf, track/run, workwear, court sports, medical bracing, and more. “Boa is integrated into thousands of performance products around the world and we want to educate consumers on the benefits of the Boa Fit System, give them an easier way to explore products across brands and categories, and inspire them with our pioneer stories,” says Neville. The new site connects consumers in all of Boa’s major markets – North America, Europe, China, Korea, and Japan – and includes an improved warranty and spare parts experience that reinforces the Boa Lifetime guarantee.

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