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Boa Launches 'Reel Pink' Campaign

Published October 11, 2010

DENVER, CO (BRAIN)—Boa Technology, maker of the award-winning, patented Boa Lacing System, has launched the project ‘Reel Pink’, a national campaign aimed to raise awareness for breast cancer through the sale of limited edition pink Boa reels.

One hundred percent of all proceeds from the purchase of the pink reels will be donated to Breast Cancer Network of Strength, a trusted resource providing immediate emotional relief through the YourShoes 24/7 Breast Cancer Support Center, according to a press release.

“We are grateful for Boa Technology’s support,” said Christina Koenig, network of strength director of communications and media relations. “The partnership helps Breast Cancer Network of Strength provide immediate emotional relief to anyone affected by breast cancer through our core program, YourShoes, the country’s only 24/7 breast cancer support center staffed by peer counselors who are breast cancer survivors.

“The generous donation from the pink reels sales helps us touch lives in the future and helps us fulfill our mission to ensure, through information, empowerment and peer support, that no one faces breast cancer alone,” she added.

“Teaming up with Network of Strength to release a limited addition pink Boa reel has been an idea in the making for some time,” said Boa president Mark Soderberg. “Adding a pink reel to your Boa cycling, golf, hiking or running shoe will show you have joined in the fight against breast cancer.”

Reel Pink product is available through November 15, for a minimum $10 donation at (click on link). All donors will be invited to post a dedication to a loved one via the Reel Pink microsite to share on Facebook and Twitter.

Pink product will be limited to Low Power Boa reels, covering any footwear with S1, L3, or L4 configurations. Boa partner product includes, but is not limited to the following: cycling shoes from Specialized or Lake Cycling, golf shoes from Footjoy, The North Face trail running shoes (Sentinel Boa or older models), The North Face Hedgehog, TrekSta Sidewinder and Kobra, and the Radikal Speed from Millet.

Boa will ship tools and instructions with each purchase and will provide video tutorials and product information on the Web site for making the incredibly easy Reel Pink transition.

Topics associated with this article: Advocacy/Non-profits

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