Ulf Michels new Head of Marketing at LOWA

Jetzendorf, 6 September 2024 - Ulf Michels (45) has been the new Head of Marketing at LOWA since 1 September 2024 and, in this role, is largely responsible for the further development of the brand. The company has been able to recruit an expert with more than ten years of experience in the outdoor and cycling industry.

Ulf Michels has extensive knowledge of marketing and sales, which he gained in leading positions at the European Outdoor Film Tour, the adidas footwear and apparel brand Five Ten Europe, adidas TERREX and most recently as Director Global Digital Sales at the mountain bike company YT Industries. Among other things, he has developed and implemented go-to-market strategies on several occasions and was responsible for marketing, social media and PR strategies. Ulf Michels also has valuable experience in developing and maintaining strategic partnerships and in sponsoring.

‘LOWA is an exceptional brand with a long tradition and great products. As an enthusiastic outdoor sportsman with a passion for hiking, mountain biking and ski touring, I also understand the needs and wishes of the target group,’ says Ulf Michels. ‘I'm looking forward to getting started and continuously developing the brand with my team.’

‘Ulf's professional background combined with his personal interest in mountain sports makes him a real asset to our team. We are convinced that he will make a significant contribution to further strengthening the LOWA brand and making it fit for the future,’ says Alexander Nicolai, CEO of LOWA Sportschuhe GmbH.