Boa Technology, the maker of the Boa Fit System, is launching a new global brand campaign that targets consumers more directly than before. The campaign uses professional athletes in the brand’s key segments – snowboarders, road cyclists, trail runners, downhill mountain bikers, climbers and backcountry skiers – to ask consumers if they “…Hear that?” and combines the performance benefits of the Boa Fit System with the distinctive click of the Boa dial. After two decades of marketing its products primarily to the trade, Boa is now redoubling its efforts to build and develop its brand directly with end-users.
The campaign, overseen by vice president of marketing Derek Keller, who joined Boa last July, begins with the high-energy “Anthem” highlighting the Boa Fit System across a wide range of brand partners: from Specialized to Crank Brothers, from La Sportiva to Adidas and The North Face, to Burton, FootJoy and Salomon. Anthem can be viewed on both Boafit.com and Boa’s YouTube channel. Other campaign spots based on Anthem 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 race team, as well as top mountain bikers, snowboarders and alpinists. The campaign will run globally on Instagram and YouTube from May through October 2022.
Boa Technology Inc. is headquartered in Denver, Colorado, with offices in Austria, Hong Kong, China, South Korea and Japan.
