Denver-based Boa is launching its first consumer campaign, DIALED IN, and a new digital web-based platform at BoaFit.com in an effort to inspire consumers to get “dialed in” and better connected to the brand’s performance products. Meanwhile, Billabong has introduced its latest female content video series, “Know the Feeling,” featuring multiple female surfers that include three young women who are pioneering the sport in their native China, Morocco and Sri Lanka.
Back at Boa, DIALED IN showcases pioneers in both sport and life who define and push the limits of performance. The group featured in the brand’s original video content includes world-class, ultra-trail runner and Boa employee Michael Kabicher, extreme alpinist Max Berger and pro snowboarder Travis Rice. Meanwhile, the relaunched platform at Boafit.com will highlight the brand’s latest fit solutions from brands across all geographies and segments, including snowboarding, cycling, hike/trail, mountaineering, golf, track/run, workwear, court sports and medical bracing. The new site also showcases an improved warranty and spare parts experience that reinforces Boa’s Lifetime Guarantee.