Boa® Technology, Inc., makers of the award-winning, patented Boa® Lacing System, has retained Backbone Media, of Carbondale, Colorado, to manage all public relations efforts. The move follows the recent hiring of industry veteran Garett Graubins as Marketing Manager.
“We needed a partner that thoroughly understands online white label website development techniques and the many categories in which we play, knows our product first-hand, and is not afraid to challenge the status quo,” said Boa Technology Founder and CEO Gary Hammerslag. “Backbone’s ability to do all of the above impressed us and we’re thrilled to begin work with them.”
With offices in Steamboat Springs, Denver, Colorado and Tokyo, Japan, Boa Technology, Inc., is the creator of the award-winning, patented Boa Lacing System. The revolutionary Boa® Lacing System optimizes boot design and enables a more “dialed in fit”. The ultimate result is superior performance and a level of customizable comfort never before experienced in the snowboard and ski boot industry.
“Boa Technology is a highly innovative ingredient brand with a focus on performance,” comments Nate Simmons of Backbone Media. “We look forward to working with the Boa team and their partners as we leverage existing momentum and expand to new markets.”
The decision to retain a PR partner follows the arrival of new Marketing Manager Garett Graubins. A branding and marketing professional with over ten years of agency experience, he is also the former Senior Editor at Trail Runner magazine. Most recently, Graubins was Brand Manager at The North Face, where he helped lead strategic initiatives behind the company’s push into the performance category — an effort that included increasing awareness around the Arnuva 50 Boa®, touted as a breakthrough running shoe. Graubins is an avid snowboarder and accomplished ultramarathoner, having completed eight 100-mile races.
“The Boa story is still in its infancy, but its positive impact is already being felt,” says Graubins. “With Backbone’s help, we’re eager to increase Boa awareness on both the retail floor, where salespeople are still trying to understand our technology, and in the many places our consumers play, from the cycling circuit to the half pipe, the links, the mountain trails and mile 21 of the marathon.”