BOOST and In The Lab Team Up to Launch The Southern Conference E-Commerce Offense

Seattle, October 30, 2024 — In its continuing effort to innovate the college fan experience, BOOST and In The Lab have teamed up with The Southern Conference (the SoCon) to create the vision for its e-commerce strategy and The SoCon Shop, which launched today and will be scaled throughout the 2024-25 school year.

In addition, the SoCon has also partnered with Kristy “K-Lo” Lauzonis – a former Nike Design Director with 20+ years of collegiate expertise and Savannah College of Art & Design alumna. During the annual SoCon Football Media Day (July 2024), K-Lo led design sessions with athletes from each school to unlock what makes the conference unique through the voice of the athletes. Based on these insights, the SoCon will collaborate with In The Lab and other apparel brands to create special collections celebrating conference championships, rivalries, and other high-visibility moments. 

In The Lab (ITL) is a global basketball community dedicated to elevating the game. For more than eight years, ITL has offered innovative apparel, elite training, and inspiring content to connect players worldwide and redefine basketball culture. The new SoCon partnership further strengthens the brand’s connection with young athletes and expands its reach into other sports.

K-Lo has led design initiatives for high school, college, professional, and esports teams and leagues. Her game-changing designs include some of the most innovative looks to hit college sports, including the first University of Oregon uniforms with wings, Boise State University’s iconic helmets, and a decade-long collaboration with Army West Point. 

“We are excited to work with BOOST, In The Lab and K-Lo,” said Michael Cross, the SoCon Commissioner. “Based on her vast college experience, deep knowledge of military academies, and southeast design roots, K-Lo was the perfect choice to unlock and create powerful narratives for our conference. Together, with ITL and the deep cultural connection they offer, this collaboration with our athletes will help bring to life our ‘It’s All Here’ experience and create the future aesthetic for the SoCon.”

The SoCon X BOOST e-commerce initiative will seamlessly integrate with the conference’s recently re-launched official website (www.soconsports.com). The comprehensive BOOST digital platform is powered by fan-facing features including personalized user content feeds, enhanced videos and social media integrations, live scoreboards, custom ad servers, and advanced filtering for stats, standings, and schedules. 

Beyond the numerous fan benefits, BOOST developed additional features with data, efficiency, e-commerce and workflow in mind.

About Boost Technology: BOOST is a sports technology company that builds digital experiences designed to unify and engage sports properties and fan communities. The BOOST operating system supercharges engagement through personalized, relevant content and experiences, including websites, apps, ads, narrative and video. In addition, BOOST delivers a modern end-to-end analytics solution that integrates any data source, connects to any destination, and activates audiences through creation of a single fan record – all in one platform. 

About The Southern Conference: The Southern Conference, which is in its 104th year in 2024-25, is a national leader in emphasizing the development of the student athlete and in helping to build lifelong leaders and role models. The Southern Conference is the nation's fourth-oldest NCAA Division I collegiate athletic association. Only the Big Ten (1896), the Missouri Valley (1907), and the Southwestern Athletic (1920) conferences are older in terms of origination. The conference currently consists of 10 members in six states throughout the Southeast and sponsors 20 varsity sports and championships that produce participants for NCAA Division I Championships.