The German outdoor outfitter Lowa presented its new brand identity on Monday. In collaboration with the London agency Wolff Olins, the hiking boot specialist revised its appearance and based its demeanor on the motto “Go find out”. With the rebranding, the company wants to set itself apart from common industry conventions. The background is the current growth plans.
Alexander Nicolai, General Manager Operations at Lowa, explained the background to the new concept. “We have observed for several years that the outdoor industry is strongly defined by performance, standards and expectations,” he explained in a statement. “Outdoor was originally a space for diversity and personal freedom. We would like to emphasize this openness again with the new brand direction.”
The claim “Go find out” stands for “a fundamental brand understanding” that “extends from product design to brand management to addressing consumers,” the company said. Lowa is “consciously positioning itself as a brand that is not defined solely by functionality, but rather offers people space for self-determined outdoor experiences.”
The rebranding takes place as part of the current growth plans
The plan is to first present the new brand identity to retail and business partners “during the relevant order fairs and accompanying exclusive events” during the pre-order season for spring/summer 2027, Lowa said. End consumers should be able to experience them from the fourth quarter of this year.
With the now announced step, the outdoor outfitter, which belongs to the Italian Tecnica Group, says it wants to prepare its “next step in growth”. “In addition to further internationalization, particularly in North America and the APAC region, the company is investing specifically in product segments such as trail running, light hiking and lifestyle,” it said in a statement. At the same time, “additional customer groups should be addressed”.
