Boa Technology Retains Backbone Media for PR, Hires Marketing Manager

Boa® Technology Inc., makers of the award-winning, patented Boa® Lacing System, has retained Backbone Media, to manage all public relations efforts. The move follows the recent hiring of industry veteran Garett Graubins as Marketing Manager.
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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 the many categories in which we play, knows our product first-hand, and is not afraid to help us 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 based in Denver as well as Tokyo, and roots planted firmly in the mountains of Steamboat, Co., Boa Technology Inc., is the creator of the award-winning and patented Boa® Lacing System. The revolutionary Boa Lacing System replaces standard shoe laces, rendering them obsolete, while optimizing footwear and accessory design to enable a more “dialed in fit.” The ultimate result is superior performance and a level of customizable comfort never before experienced in the outdoor, snow, running and cycling industries.

“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 mountain trails, golf links, half pipes, couloirs, or mile 21 of the marathon.”

Backbone Media is a full service public relations firm with its roots in the outdoor industry. Backbone specializes in PR, product placement, media buying, joint marketing and marketing consulting. For more information visit www.backbonemedia.net. For information on Boa Technology, contact Dax Kelm: (307)699-4459 or dax@backbonemedia.net

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