As part of its Fit to Go Further rebrand strategy, fit optimisation specialist, Boa, has initiated a digital revamp of the company website.

Through a global release scheduled for February, fit optimisation juggernaut, Boa, will unveil its new corporate and visual identity to reflect its expanded growth, refined innovations, and continued partnerships. The update is set to debut across a refreshed consumer-focused website.

The effort will be featured across a series of consumer and trade advertising initiatives which begins next month. The fresh website promises to focus on educating consumers about the marque, including the varying configurations across products and categories with its brand partners.

Said digital transformation expects to provide a platform to communicate the group’s latest news and innovations. Meanwhile, the company continues to stand behind The Boa Guarantee in that customers will be able to easily request replacement parts directly through the website.

Alongside the updated brand identity, there will be increased involvement in product design and development as the company works to create unique solutions to include customised dial, lace, and guide offerings. The brainchild of founder, Gary Hammerslag, the brand debuted in 2001.

His big idea was replacing traditional shoelaces in snowboard boots with a faster, more convenient method of lacing up. The innovative platform that resulted—The Boa System—consists of expertly configured dials, laces, and guides to ensure consumers always experience a precision fit.

Headquartered in Denver, Colorado in the United States, the group runs offices in Austria, China, South Korea, Hong Kong, and Japan—and has over 83 million closure and adjustment solutions across the golf, outdoor, athletics, cycling, snow sports, utility, and medical categories.

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