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LOWA ENRICHES THE TRAIL RUNNING SCENE WITH HIGH-QUALITY FOOTWEAR FROM JUNE 2023
3.06.2023 | Best quality, optimum fit, maximum comfort combined with high functionality and technical details. Characteristics and values that have defined LOWA's outdoor footwear collections for exactly 100 years. This also applies to the new ALL TERRAIN RUNNING by LOWA collection, with which the outdoor company has succeeded in combining existing success values with current trends. The collection will be available to international partners and selected specialist retailers from June. This will be accompanied by a variety of marketing measures.
NEW ALL TERRAIN RUNNING BY LOWA COLLECTION READY FOR RETAILERS
The launch of the new category represents the next step for LOWA in the fast-growing, dynamic trail running market. With the three models CITUX, AMPLUX and FORTUX, which will be available from selected specialist retailers from June 2023, LOWA is ideally equipped for the ATR sector. Under the motto Time to tame the terrain, the aim is to enrich this segment with the proven LOWA values and standards.
CEO Alexander Nicolai is convinced of the success of LOWA trail shoes: "In the past, we have always managed to successfully penetrate new areas. In this respect, it was an exciting challenge and the logical consequence to go further and develop even lighter, faster shoes with ALL TERRAIN RUNNING by LOWA. We can now also offer an outstanding product on the trail running market." Nicolai is also largely responsible for the initiative behind the development of the new collection. "I have a great passion for endurance sports myself, including trail running. As a marathon trainer and Ironman and Transalpine Run finisher, I feel connected to the trail running scene not only as CEO and former Head of Development. There is also a personal enthusiasm behind it."
MANY YEARS OF DEVELOPMENT AND INTENSIVE TESTING PAY OFF
The LOWA Development Team can look back on two years of development at the headquarters in Jetzendorf, Bavaria, during which the new ATR category was intensively tested and optimised in the laboratory and on the mountain. "Above all, it was important for us to offer the trail running market the usual LOWA performance. Accordingly, we also formed a running team of technical experts and LOWA athletes during the development phases," summarises Jakob Kraus, Head of Product Management. This specific running team contributed valuable feedback to the development process during a total of over 3,000 test kilometres and 105,000 vertical metres - from the first prototype to the finished trail shoe.
PLANNING AND IMPLEMENTATION OF COMPREHENSIVE MEASURES IN THE ATR AREA
The launch of the new ALL TERRAIN RUNNING by LOWA collection should not only be visible on retail shelves, but also at trade fairs and events in the trail running scene. It was presented for the first time at ISPO Munich in November 2022. It will also play a prominent role on the LOWA stand at OutDoor by ISPO in June 2023. This will be immediately followed by renowned trail running events such as the Madrisa Trail in Davos, Switzerland, in August 2023, where LOWA will act as the main sponsor and provide trail runners on site with expertise, test shoes and high-quality prizes. Further marketing measures are also being planned and implemented, including special ATR POS and sales campaigns, an ATR social media campaign and the deployment of a dedicated, professional ATR athlete team. All of these measures are intended to contribute to a successful start in LOWA's fastest category and underpin the long-term ambition in the trail segment.
True to the motto: It's time to tame the terrain. It's time to run.
