Boa Technologies has helped cyclists have a snug fit with shoes that is just right. This wire-based system works in place of laces, Velcro strips or ratchet closures. Companies such as Zoots and Speicalized have expanded into the market for triathlons as well.
For 2013 Boa will sponsor nine events including the Boulder, Colorado’s Ironman 70.3 in August and the Ironman World Championships in Kona, Hawaii, in October. In addition to these two Ironman events, Boa is sponsoring seven other Colorado triathlons.
At these various events, racers and competitors will have an opportunity to stop by Boa’s booth to trade their shoes for a new pair of Boa-powered footwear at pro deal prices. Used shoes will be donated to One World Running and Mountain2Mountain, two Colorado-based nonprofits.
Boa Technologies
[Via Bicycle Retailer: Boa enters tri market with shoes, race sponsorships]