EN 
Deutsch 
Italiano 
Français 
Nederlands 
Jetzendorf, May 11, 2026 – After more than 100 years of company history, outdoor footwear specialist LOWA is presenting a new brand identity. As part of its continued growth ambitions, the brand has been refined and developed in collaboration with the London-based brand consultancy Wolff Olins.
“For several years now, we have observed that the outdoor industry has become strongly defined by performance metrics, standards, and expectations,” says Alexander Nicolai, General Manager Operations at LOWA. “Originally, the outdoors represented a space for personal freedom. With our new brand positioning, we want to place a stronger emphasis on this openness once again.”
As part of the rebranding process, LOWA comprehensively revised its brand platform – from brand design and visual identity to tone of voice. The LOWA wordmark, which has been in use since the 1990s, was carefully modernized. Another central element is the newly reinterpreted brand symbol, the so‑called “Un‑Compass,” which represents enabling individual paths rather than prescribing fixed directions. The new brand appearance is complemented by the new claim “Go find out”.
“With ‘Go find out,’ we place the personal outdoor experience more clearly at the center – and what we enable consumers to do through our products: experience individual moments in the outdoors shaped by self‑determination, freedom, and curiosity,” explains Ulf Michels, Head of Marketing at LOWA.
The claim represents a fundamental brand mindset. “Go find out” describes an approach that extends from product design and brand management to the way LOWA engages with consumers. LOWA deliberately positions itself as a brand that is not defined by functionality alone, but one that gives people the space to find their own way outdoors.
With its new brand positioning, LOWA is preparing for the next phase of growth. In addition to further international expansion – particularly in North America and the APAC region – the company is making targeted investments in product segments such as trail running, light hiking, and lifestyle. At the same time, additional consumer groups are set to be addressed.
The rollout of the new brand identity will initially take place with retail and business partners during the relevant order trade shows and accompanying exclusive events throughout the Spring/Summer 2027 pre‑order season. The consumer-facing launch is planned for the fourth quarter of 2026.
