https://www.youtube.com/watch?v=OgYYeJpo2fk
They are also selling retrofit kits
Why? Seems perfectly reasonable to me. It would be like a outdoor jacket manufacturer licensing the use of Goretex technology in their branded jackets.
For laces.
I'll also point out, without one shred of irony, that the reason I bought those 32 brand boots is for their innovative boot lacing system (Boa). Maybe they licensed that, too