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BOA Aims to Click with Consumers


BOA Technology, makers of the BOA Fit System, is launching a new global brand campaign and expanding its marketing focus to speak more directly to consumers. Featuring athletes across the brand’s key segments, the campaign shows snowboarders, road cyclists, trail runners, downhill mountain bikers, climbers, and ski mountaineers dialing into peak performance with BOA’s micro-adjustable precision fit system.

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 now doubling down to build and develop their brand directly with end-users of BOA-powered products.

The campaign highlights the BOA Fit System across a variety of brand partners; from Specialized to Crank Brothers, from La Sportiva to Adidas, and The North Face, to Burton, FootJoy, and Salomon. BOA’s new campaign will run globally from May through October of 2022 on Instagram and YouTube.

View BOA’s “Hear That” clip from the campaign below: