DENVER (BRAIN) — Boa Technology, the maker of a dial-type shoe lace used on cycling shoes and many other products, has plans to give more attention to consumer brand building, marketing and education, the company said.
Boa, launched in 2001 for snowboard boots, is now used in golf and athletic shoes, snow sports, cycling, utility and medical applications. The company has until now focused on OEM or business-to-business priorities. But the company is releasing new corporate branding and a new consumer-focused website this month, and will be featured in consumer and trade advertising beginning next month.
The new website, TheBoaSystem.com, focuses on educating consumers about Boa, including the varying configurations across products and categories with Boa brand partners. It also promotes new products, company news, and events. Consumers also can request replacement parts directly from the website.
"With the new brand identity also comes an increased involvement in product design and development, as Boa works side-by-side with its brand partners to develop unique fit solutions and achieve the ideal design through customized dial, lace, and guide configurations. By putting passion into practice, Boa and its brand partners work collaboratively in making the world's best gear even better," the company said.
