“Hear That,” BOA’s new marketing campaign
The company developing the BOA Fit System has launched an explosive new 2022 marketing campaign.
BOA’s campaign begins by addressing a simple question, “Do you hear that?” It refers to the distinctive BOA caster sound that connects to the precise micro-adjustments of fit and performance benefits, including agility, power, and precision. It is a sound that carries imagery to so many outdoor contexts that link simple enthusiasts and athletes, both of whom seek the best performance.
In the anthem, and subsequent sequences, we see top road cyclists, mountain bikers, as well as snowboarders and mountaineers organizing their gear and preparing to perform at their best.
