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When choosing snowboard boots it is important to try on as many different brands as you can so you can get a feel for how each of them fit.
Like sneakers, all brands of snowboard boots will conform to your feet differently. Lace them up when you try them on. You don't ride with them unlaced do you?
Lean forward once you have the snowboard boot laced up, bending your knees and ankles. Your toes should come off the end slightly. Your heel should be snug, not loose. Your heel will always rise when you are pushing down with your toe because the snowboard boot sole is stiff and won't flex.
Walk around the shop with the boots on to make sure you don't feel any pressure or rubbing in bad places.