Why Did It Take So Long to Bring Bison Boots to Market?
Behind every product launch, there’s a long journey—one filled with testing, refining, and ensuring that what finally reaches you isn’t just good, but great!
At Bison, we know firsthand that getting a product from idea to reality takes time, and there’s a reason (actually, several) for that. In fact, we recently wrote about this process in a recent blog about our newest glove model (the Thor.4). But in the case of our new Thor.1 motorcycle race boots, this wasn’t just a new product for Bison but an entirely new segment!
Today we’re going to explain why we (finally) decided to release a race boot, how we planned the product and what you can expect in the final product.
1. It Starts with an Idea—Or Lots of Customer Requests
Every product starts with a spark: a problem that needs solving or a way to make life better. But before anything gets built, it has to be validated. That means research, testing ideas, and making sure the product is something you as riders actually need. In the case of Bison boots, the problem was broadcast loud and clear: You - The Herd - constantly asked for boots to match your Bison suits, gloves and accessories!
2. Design & Development: Finding the Right Fit
Once we know what we’re building, it’s time to make it real. But this isn’t just about slapping a prototype together and calling it a day. In this case, we needed a product that was safe, comfortable, stylish and as an added challenge, made in custom colors like our other products. After all, our products are made to broadcast your Bisonality!
Over the past three years, several factories were tapped to make prototype boots for us. During that time, we selected a very small number of customers to purchase these boots and give us feedback as we conducted our own tests. None of those boots have met our standards and for a variety of reasons, each was eliminated from further consideration. Frankly speaking, those past prototypes were embarrassing. See for yourself below!
It’s normal for this stage to take months, but years isn’t surprising especially when we’re pushing boundaries with a new segment. After all, if we’re not excited to use it ourselves, it’s back to the drawing board.
3. Prototyping & Testing: Because ‘Good Enough’ Isn’t Good Enough
Once we finally found a factory willing to work around our strenuous demands that produced a very nice initial test product, the real fun began: prototyping. This is where we bring a rough version of the product to life and put it through hell. Drop tests, water resistance tests, stress tests—if there’s a way to break it, we try it. In this case, we ordered one pair of boots in a size 9.5, which happens to be the size of my feet but also my son (and Bison Product Specialist) Carter Lackey!
Carter and I wore those boots for months, trading them off during race weekends and kart track training. They did everything from crashing them to running through the paddock wearing them. You know, stuff you’ll do with them! After several months of abuse, MotoAmerica King of the Baggers/Super Hooligans racer Hawk Mazzotta tried them on at Ridge Motorsports Park prior to a race weekend. He liked them so much he asked if he could wear them for practice! Of course we obliged, and as it turned out Hawk wore them for every on-track session that weekend. He then took them to Laguna Seca for the next round… and so on. Guess what? He still has Carter’s boots!
Once the test product had proved itself in the real world, we gathered feedback from our Sponsored Riders and Ambassadors by offering pre-production models at a discount in exchange for their feedback. Small tweaks were made with each successive wave of orders until we found the perfect recipe. This step takes time, but it’s the difference between a product you trust and one that lets you down.
4. Manufacturing: Scaling It Up Without Sacrificing Quality - Or Customer Service!
This successful prototype phase didn’t mean we were ready to go to market. At this point we needed to be in a position to make thousands, all with consistently high quality. That means:
⚙️ Finding the right manufacturing partners
🛠️ Setting up production lines and quality control
🚀 Running trial production batches to make sure everything meets our standards
But again, the added variable for the Bison Thor.1 Boots is not only the volume but the customization aspect! Our manufacturing partner was willing to make exceptions and produce each pair of boots as a bespoke piece. Printed patterns, asymmetric pairs and very large sizes (up to US 15!) are all available to make your boots truly one of a kind. Honestly though, the hardest part of this element is the coordination between you, your Bison Gear Customization Specialist, and the factory throughout the process. Thankfully, because we’ve spent years perfecting this element of the business, we were in a position to hit the ground running on the custom orders!
5. The Launch: Leaning on The Herd
Once we have a product ready to go, there’s still one final challenge: launching it right. A good product without a good launch can disappear fast. In our case, because a large majority of our sales are made online direct to consumers, we have found that social media is the best way to communicate and display our products.
Taking that a step further, our customers have done an excellent job helping us get the word out with photos, video and testimonials about their new Bison boots! Real world feedback from our peers is hard to ignore, especially when their excitement is palpable! And there is no doubt that we already have a lot of excited boot customers in the paddock. Here are just a few examples of the feedback we’ve received or read on social media about these boots in just a couple of short months:
“The initial comfort of the boot is fantastic. The toe box seems to have more height (in a good way) as compared to my SuperTech R boots. The interior liner with BOA closure was great and not having a long string to wrap around my leg was a nice plus. I was able to simply twist and go. The outsole offered good grip and peg feel while on the bike and I never felt like I could slip. The ankle mobility felt good with ample movement needed for shifting up and down with the left foot.” -Kyle Nowadnick
“First impression of the boot? I love the weight. They’re not heavy, and they’re balanced just right. Second thing, I really like the integrated internal tightening system. That’s incredible as it gets the boot nice and tight up and around the foot. Overall the boot feels solid, it’s amazing and Bison you’ve hit it right out of the park right off the bat!” -Shawn Lee
“I can honestly say I don’t want to go back to my other boots because these were super comfortable. I guess I might end up wearing them to work because they are more comfortable than my cowboy boots!” -Damien Kimbrough
“Absolutely love my new Bison boots. They fit perfect, which I knew they would considering they’re all built based on YOUR measurements. Unfortunately, I have race car feet while racing motorcycles. Bison made me a boot for my long skinny feet that fit unlike any other clompy and wide boot I’ve tried on. As much as I loved my Sidi boots, these Bison boots don’t have all the appendages and straps that catch your heel guard, bodywork, or whatever. The replaceable toe guards are a must, and Bison took care of that.” -Keith Kelly
“I’m super excited with the fit, finish, and the opportunity to add my own graphics! Pretty much every company offers different color boots, but I don’t know any that let you put your designs on them without being a sponsored pro.” -Mike Falcone
Why It’s Worth the Wait
Bringing a product like this to market takes time because in this sport, you can’t afford to rush safety gear. Every delay, every extra round of testing, every tweak is about making sure what you get isn’t just another product—it’s something built to last, built for you, and built with Bisonality.
So next time you see a new product drop, know this: it’s been through the fire. And when we finally launch, it’ll be worth it. Stay tuned - There’s more coming!
Speaking of being worth the wait, let’s get yours started today! Place your order today and we’ll assign you a Gear Customization Specialist who will work with you 1-on-1 to design the one-off boots of your dreams. Once the design is finalized, you’ll have them in your hands in about 60 days (or less)! Got questions? We’re always here to help via the chat function here on the site, phone at 405-252-0484, or email at info@bisontrack.com.
