BOA's PerformFit Wrap uses their patented lacing system, in combination with a wrap that locks the heel in place. They had struggled to visually tell the story of the PerformFit Wrap story, in a way that was clear and spoke to the specific performance stories of their categories.

Working collaboratively with their design and product teams we developed a campaign direction & visual center that broke out specific visuals across the story beats of Dialed In, Locked In & Confident. This resulted in a suite of 2D & 3D assets across categories, and a graphic system for showcasing product benefits.