100 years of LOWA, 100 pairs of shoes

LOWA Ambassadeur André Smits gaat op Madeira op zoek naar 100 paar LOWA's

14.09.2023 | As you probably know, LOWA is 100 years old this year! What began in 1923 as a small shoemaking business in Lorenz Wagner's parents' house has now developed into an international brand that can be found in more than 80 countries. LOWA ambassador André Smits has interpreted 100 years of LOWA in a very special way: He set off to Madeira, one of his favourite hiking destinations, in search of 100 pairs of LOWA shoes! Did he succeed? Read all about this great campaign below!

André Smits has always loved adventure and has realised in recent years that hiking in a harsh but inspiring environment fills his heart with satisfaction. Challenging his body and being fully in the moment. Hiking on the edge of danger and feeling that he can trust his body. I have turned my passion into my profession, travelling the world in search of adventure and capturing my experiences and visions on film. I do this in collaboration with cool brands like LOWA," says André.

On Madeira in search of LOWA

To celebrate the 100th anniversary of LOWA, André Smits went in search of 100 pairs of LOWAs in Madeira, one of his favourite hiking destinations. 100 pairs? Yes, really! With the new anniversary edition of the RANGER GTX and his camera, he went on some of his favourite hiking trails and looked at other hikers' shoes to find a LOWA logo. Who would have thought that so many people in Madeira would be wearing LOWAs? André: "I spoke to everyone, told them about their LOWA memories and stories and asked if I could capture their LOWAs on camera. It was a great challenge! People had fantastic stories about their adventures with LOWA and everyone was so enthusiastic that I just wanted to find more LOWAs. In no time at all I had captured 100 pairs of LOWAs on camera.

PERHAPS ALSO INTERESTING

All Products