There was once a day when the vast majority of snow sport and cycling footwear featured traditional shoelaces. BOA Fit System changed that. Without losing focus on the outdoor industry, BOA now aims to take on shoelaces across a variety of footwear segments, including court sports and running, while using a new Performance Fit Lab to prove its benefits. 

“If you dissect our tagline on what BOA is: fast, effortless, precision fit,” says Ilya Minkin, vice president of commercial Asia, global snowboard and medical, “fast and effortless are core benefits and very obvious in a lot of sports and segments. What we are proving in the Performance Fit Lab is an inherent benefit with connecting the user’s foot to the midsole and that is uniquely done by BOA.” Therein lies the precision fit proof point.