Boa Technology, makers of the Boa lacing system that can be found on everything from snowboard boots and bicycling shoes to medical braces and prosthetics, engaged Research Essentials to understand the in-store reactions of consumers – and store employees – to the Boa lacing system on trail running shoes. We completed 4 days of observations and intercept interviews in Denver and Boulder at local stores that carry Boa-equipped trail running shoes. Ultimately we discovered that consumer fears around the system – and well as an almost complete lack of consumer information about the Boa lacing system – was hurting the sales process. Our engagements with store employees showed a similar lack of knowledge around the Boa system. Ultimately, our work lead to a revised messaging and training strategy in retail stores nationwide.