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July 2016 Information for LOWA partners

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CLIMBING AS A WORK OF ART

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‘LOWA comes from the mountains. That is where the brand’s roots are.’ Rudolf Hauser of the LOWA PRO Team counts among the best 910 CEO Werner Riethmann is convinced the company’s more than 90 professional climbers in Europe today. His expertise contributes 940years of experience is the foundation of its success. to the development of new climbing, approach and outdoor boots.

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SUMMIT OF ALPINE PROFESSIONALS CROSS-MEDIA MARKETING In March 2016, the athletes on the LOWA PRO Team met with the LOWA development team. The focus this round was on the highlights of the new Performance range products.

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Print, public relations, point of sale, and online – With its new cross-media marketing strategy, LOWA is positioning itself as an industry leader in all communication channels.

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BORN OF PASSION FOR ALPINE ADVENTURE

Alpine athletes must be able to rely on their footwear on any terrain, be that climbing rugged crags or on the approach in alpine terrain. The technically well-engineered premium outdoor boot ALPINE PRO GTX® fulfils these demands with absolute b avura.

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COLLABORATION

The German Hiking Association and the advertising cooperative for ‘Lechwege’ (trails of Lech) are promoting hiking and further developing the concept constantly. We are proud of our partnership!

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TREKKING TOUR TO NEPAL

LOWA sales director Matthias Wanner and his colleague Markus Strefling started out on a 19-d y trek in November 2015 through the Himalaya in Nepal.

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REFLECT ON YOUR OWN PERSONAL STRENGTHS LOWA comes from the mountains. That is where the brand’s roots are. Over its more than 90 years, the expertise the brand has developed during the development and manufacturing of premium outdoor boots has built the foundation of our success.

High quality, perfect fit, and top performance are extremely important to mountaineers, sometimes even a matter of survival. Along with strong innovation, these three pillars are the basis too for LOWA’s commitment to “100% Made in Europe”.

Yes, over the years we now see more sales from ATC multifunctional footwear, and we are quite successful with travel footwear and kids’ shoes too. We also now outfit many with our ootwear in the areas of public safety, rescue personnel, and forestry.

Nevertheless, the foundation of the brand is and remains outdoor boots. This is the identity we nurture.

You will see this quite clearly in our new collection. We are particularly looking forward to seeing you at one of the upcoming shows – OutDoor in mid-July or one of the numerous order shows or buying days – where we can show you the new line personally. Notably our new outdoor boots with all of their impressive new innovative features. In the development of the new Alpine, Backpacking and Trekking lines, we have invested a lot of brainpower, manpower and energy. The high-profile mountain athletes on our LOWA PRO Team came to an athlete workshop in Jetzendorf recently. There, they had direct, personal contact with all of us to discuss everything with us and to exchange ideas. We listened intently to find out and to unde stand what these top athletes and extreme athletes want and need, what ideas they have, and where they see room for improvement.

Our entire development and design team took part in these very interactive, productive days. Then, after that, it was all about finding n w product concepts based on these conversations –

concepts that would further the quality of our tried-and-tested footwear. Of course, we couldn’t translate every single specifi desire from every single person on our team into production-ready footwear. To meet that need, we sometimes make special shoes in Jetzendorf just for these top athletes.

Still, we succeeded in incorporating into our new range some of the basic wishes from these exceptional talents, who include Stefan Glowacz, Ralf Dujmowits, Ines Papert, Alix von Melle, Lutz Stitzinger, Hans Kammerlander, David Göttler and Rudi Hauser.

I can simply recommend that you take some time to take a look for yourself at what we’ve managed to do with the new outdoor boots, for example, bringing the forefoot closer to the rock, the soles closer to the ground, and more firmly securing the oot into the boot.

In this edition of LOWA NEWS, you will get your fi st look at our innovative new outdoor footwear, as well as at other really impressive new products. Although we nurture the core of our brand, we also work with vim and vigour on furthering the development of our other segments. Their success stems directly from our competence with outdoor boots. You’ll be thrilled about the highly attractive new travel footwear range. These versatile shoes superbly suited for both everyday and leisure wear aren’t bothered a whit when it comes to the whimsies of the weather or the alleged seasonality of a business. That’s because we all like to travel all year long.

This unique services is not actively advertised, but its availability is noted on LOWA’s website. Those interested can request a 10-minute telephone consultation via a contact form online. One of the LOWA special staff members comes from speciality retail and has more

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This successful, specialty retail concept that supports retail sales has now been optimised by the newest generation of this device.

Still, we’re going another step further and combining its use with our unique lowa@home concept. With this, our partners in brick-and-mortar retail get a premium instrument at their disposal that perceptibly reinforces professional sales consultation.

That allows you to even out the playing field with online etaile s.

You can read more about this in this issue, too.

Sales consultation expertise and your on-site service are essential.

From my own experience at LOWA, I know how vital it is to reflec anew on your strengths. This too is a foundation for sustainable success.

I wish you all every success. And I do hope to see you at the OutDoor fair in Friedrichshafen or at one of the other many order shows during this buying season.

Yours, Werner Riethmann

In addition, don’t miss taking a solid look at our Kids’ range.

Kids’ footwear is our fastest-growing segment. Our designers and product technicians have met the needs of both parents and kids: good-looking shoes with impressive quality, perfect fit and uperb performance that are also completely geared just to the needs of growing feet.

Consumer consultation by phone Increasingly, consumers are getting in touch by telephone and want to find out mo e about LOWA products directly from the company.

In Jetzendorf, we paid heed to that need and have set up a consumer information line. LOWA staff specially trained for this role advises consumers and points them to the correct LOWA Index based on the conversation. Then the telephone staff directs them to their local retailers for purchases.

Your customers are always impressed easily from the benefit that they can see and feel. With our 360° Footscan concept, we are delivering a tool directly into your hand that offers the best degree of persuasion. We have invested heavily in this new generation – money well invested in a technology that can precisely measure the feet of everyone from small children to mature hikers. Every Footscan promotion done with our speciality retail partners delivers sustainable sales results.

than 20 years of experience on the sales front. He knows the LOWA collection in and out. At the end of the consultation, LOWA consultation experts check on the availability of suitable models at LOWA retailers in the caller’s local area, giving him or her the contact information for that shoe or sport dealer.

Already in its initial phase, the service that supports LOWA retail partners has had some 30 calls a week from those interested in more information and a consultation. With this, LOWA is offering a valuable service that supports speciality retailers rooted in the philosophy of doing everything to support retail footwear sales in stores themselves.

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“The new LOWA FOOTSCAN 360° offers a truly premium experience and represents a new generation in the area of retail support”, exclaim those responsible in Jetzendorf.

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LOWA FOOTSCAN 360°

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TECHNOLOGICAL ADVANCES MEAN PREMIUM SERVICE For the development of the 3D foot measurement device, LOWA has invested a six-figu e sum. And this investment has proved its worth. The FOOTSCAN 360° is in a position to completely capture and measure every single foot, from a small child’s to a 100 year old’s.

The scanning procedure takes about a minute. Comprehensive data gained in the process are compared in real-time with all LOWA lasts so results are available in full and immediately and for future sales consultations too.

Intelligent system for state-of-the-art presentation The FOOTSCAN 360° concept is based not only on the newest high-tech foot scanner offering super precise foot measurements; indeed, much more is also part of the consultation station developed by LOWA that integrates a screen and intelligent software. “We are offering a fin balance of analysis and sales using high graphic resolution and many other possibilities – it’s a real quantum leap”, says Germany’s sales director Matthias Wanner. When it comes to real-life application in stores, this means that the sales consultant can take the customer after the scan directly to the shoe wall where the consultation station is.

There, the salesperson can fi st take a look at the “virtual foot” with the customer, and then discuss possible abnormalities or other distinctive features of an individual’s foot. You can recognise every detail perfectly on the screen.

First try-on is virtual Next, comes the “virtual” try-on. For this, the software compares the foot with corresponding LOWA lasts saved in the system. One can also limit the footwear choice to favourite categories selected by the customer. The program then searches for appropriate models based on input data regarding desired use. On the high-resolution screen, one can rotate and turn the shoe or boot to see if the model selected by the program ts the scanned foot in the suggested size and with the selected last. If the customer wants a look at a particular LOWA model, that can also be compared on the screen with the data captured.

Now, the process heads back into reality. The salesperson can show the customer the selected shoe or boot as chosen by the computer for an actual try-on. Yes, if the shoe or boot ts, the satis ed customer

then heads to the checkout to pay. In fact, this system offers a truly ideal service in case the customer wants the footwear in a colour not at that moment available in the store. Or wants another model with the same last. That’s because FOOTSCAN 360° is linked with the lowa@home concept. With this concept, you as the retailer have 100% access to all available models in Jetzendorf. Standing with your customer, you can actually place an order for the footwear desired.

The customer can choose whether the footwear is delivered to his or her home or to the store where it can be picked up the next day.

100% LOWA promotion LOWA operates the FOOTSCAN 360° promotion in shops of its retail partners exclusively with its own experienced fulltime personnel along with LOWA retail marketing and outside sales personnel. Every single person involved has worked for a longer period of time at LOWA and is well versed in the questions asked by consumers. These highly trained professionals also lead in-store trainings in each shop.

Since the foot scanning goes considerably faster than the subsequent sales consultation with the customer and the ensuing closing process, the consultation station remains at the shop for a week after the promotion.

In that way, LOWA staff can scan in customers’ feet on the day of the promotion and the results can be saved for later individual consult­ ations. In addition, the retail partner can setup appointments with customers all week long, sometimes with the entire family at the same time. The data also remains in the system. Thus, the retailer has the opportunity to continue to offer his or her customers the appropriate footwear at other times too. The possibility also exists to make contact with the customer when new LOWA footwear arrives at the store that would be a perfect match for the customer’s feet and product profile

since the feet of kids often grow extremely quickly. Plus, it’s a fantastic chance for speciality retailers to strengthen their customer relationship with the entire family. Most accept the offer gratefully after their prior experience. In the end, parents put a lot of value on the well-being of their children and their feet. At the same time, you too benefit a a trustworthy and professional speciality retailer who has care and respect for kids’ feet. Of course, it’s ideal that our special kid’s lasts in LOWA Kid’s Footwear are designed just for growing kids’ feet with plenty of wiggle room in the toe box. The Kid’s footwear category isn’t the fastest growing segment at LOWA for nothing.

Solid tool for brick-and-mortar With the FOOTSCAN 360°, LOWA offers a highly effective concept. It allows the innovative heritage brand to support its retail partners efficiently in sell-th ough. Also, this is quite a sustainable practice as shown by the experience from prior retail promotions with the foot scanner. At the same time, LOWA offers a tool in the FOOTSCAN 360° just as it does with the lowa@home concept that gives tailored support to brick-and-mortar sport and footwear speciality retailers who are much superior to any etailer. At this time, there are three units in operation. Appointments for their use are booked through the end of the year. LOWA sees a huge opportunity ahead for everyone from large, prominent retailers to smaller, personal speciality retailers. Reservations for 2017 will be opened as of the OutDoor trade fair in July.

Re-scan kids’ feet every 6 months A particular strong point of this new generation of foot scanner is the highly precise measurements, particularly for kids’ feet. As a special service, LOWA offers its partners the possibility of re-scanning kids’ feet after six months, allowing them the chance to setup an appointment with the parents and children together. A very realistic opportunity

DIETER KOZLOWSKI SUCCUMBS TO CANCER Dieter Kozlowski passed away on 19 May 2016, losing his fight with cance . LOWA mourns an honoured colleague who was always personally invested in his work of more than 22 years as an outside rep. He was a fixtu e at LOWA and for many at the company much more than a colleague, but rather a good friend. Our condolences go to his wife and three children.

It was admirable how open and straightforward Dieter Kozlowski was with his rather dramatic diagnosis of cancer as well as his doctor’s devastating prognosis. He never gave up the battle, instead treating his illness as a challenge to conquer. Dieter Kozlowski will be remembered as a vocal agent of brands and retail, as a business advisor for retail, and as a noted product specialist who always supported his customers and showed unsurpassed loyalty to his brand.

We remember him as a wiry, athletic, well-trained outdoor sports enthusiast who never shied away from a challenge. As a passionate climber, ski instructor, German Alpine Club mountain guide and expedition mountaineer, he brought in-depth knowledge and personal experience to his job, radiating authenticity and enthusiasm. He never really wanted to be a rep; then, it actually became his dream job. He was one of the best at his craft. He loved heading out to shops.

You could see the passion in his alive eyes and his interested body language. Being a retail rep was simply “his thing”, as he once said. Partly because it combined his skills: He was educated in business management, and had deep product knowledge and a sound business background.

Dieter Kozlowski was a retail rep who was close to it all – to the industry, to LOWA, to his customers, to people. LOWA bids farewell to a man who to the end was a role model for all of us with his positive, gutsy attitude. His colleagues at LOWA will always honour his memory.

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Athlete Workshop

2 nd MEETING OF the It was that time again in March: The crème de la crème among professional alpinists in German-speaking countries got together at LOWA headquarters in Bavaria’s Jetzendorf. There, they met with the development and marketing teams at LOWA to exchange ideas about new products and innovations. Athletes were also told about the new social media strategies now in place to successfully master today’s digital world.

Back in November the developers at LOWA sat down together for the fi st time with the big names in the mountaineering world for their fi st exchange of ideas and experiences. And in March it was that time again: The LOWA PRO Team athletes rendezvoused anew in Jetzendorf to talk shop about product highlights planned for the 2017 season, as well as to find out mo e about new social media strategies.

Just like at the winter summit, a nearly familial atmosphere also distinguished this workshop. Everybody knows each other and feels totally at ease. The PROs also banter back and forth with each other quite boisterously about their recent adventures and upcoming expeditions. Athletes like Stefan Glowacz, Ines Papert and Rudi Hauser greet each other with hugs and a clap on the back as if they just yesterday redpointed a difficult oute together. Even extreme mountaineer Ralf Dujmovits makes a point of dropping in despite a time crunch. He’s in the process of preparing for a fi st ascent of a 7,000er in Pakistan and is touring all around Germany with a series of presentations. Of course, PROs also have everyday problems to overcome, as proven by Alix von Melle and Luis Stitzinger. Arriving late due to traffic jams the two extreme mountaineers joined the expert roundtable and then rounded off the cosy assembly.

The goal of this second workshop was to again engage in a direct face-to-face exchange and discuss innovative new products that LOWA will bring to market in the coming outdoor season. But even before the fi st prototypes could be taken in hand for a close look, Michael Frank (Head of Marketing at LOWA) introduced the new marketing and social media strategy in which the PROs were to also play a key role.

In addition to involving the LOWA PRO Team members in the complete array of classic and digital communication media, the emphasis was on the targeted use of social media such as Facebook, Twitter, Instagram, YouTube and others. In this way, those overseeing marketing want to increasingly reach a younger demographic in the future and are looking to tap into for example all of the numerous “fans”, “friends” and “followers” of each athlete. LOWA has been venturing into what was until now relatively unknown territory, but has been able to gain a successful foothold in modern online media channels in a short time. And the team wants to continue to build out this direction. This new direction will also be accompanied by other partnerships, for example with selected bloggers and influence s in the digital outdoor and mountaineering scene such as Munich online outdoor magazine airFreshing.com and alpine blogger Erika Spengler’s ulligunde.de. Indeed, this digital world is for true alpinists just a part of life.

For them, real life must also be in reach. Such as the prototypes that Alex Nicolai then presented to the athletes. This time, the head of LOWA’s development team introduced select highlights of the new 2017 range that in part came from joint collaboration with the PROs. There was an alpine boot that moved the forefoot closer to the ground, which tapped significantly into the xperience of extreme mountaineer David Göttler. There was also an approach shoe with an innovative Speed Lacing technology and two-zone lacing system. In addition, there was a lightweight trekking boot as well as an all-rounder equipped with the highly breathable GORE-TEX® SURROUND™ technology. They all had to handle some

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JETZENDORF critical analysis from the experienced experts. A lot of interest was roused on the other hand in a new climbing shoe model that was designed in particular for PROs and serious recreational climbers.

Thus, quite a wide-ranging mix was shown to the alpinists, which underscored the usual power of innovation at LOWA. When it came to this or the other prototype, this time there was a lot of praise and admiring looks. Just on one point or another came a few suggestions for improvements that were quickly noted

by Alex Nicolai. There wasn’t really a lot to criticise since the development director had already paid keen attention at the fi st workshop to various desires and comments from the alpine experts. And you could really see the results of this constructive discussion. Indeed, some prototypes – and most certainly a few other LOWA models too – will be heading off this year with LOWA PRO Team athletes on tours.

Before Ralf Dujmovits takes off in July for Pakistan, Rudi Hauser for example will be kicking in the front points of his ice climbing boots in one of the largest ice caves in the Salzburg area, whilst Stefan Glowacz was preparing for his next expedition on Baffin Island at the time of the meeting. On the other hand, Alix on Melle wants to fulfil her long-held d eam of crossing the Alps on mountain bike before she and Luis Stitzinger head off together to the summit of Manaslu. Ines Papert will for one stay in one place for now after her successful climb of Patagonia’s Torre Central, but is most certainly planning the next big adventure. With this, LOWA and the brand’s PROs certainly have something else in common: Both the outdoor boot specialists and the alpinists won’t run out of plans for new challenges and projects so quickly.

LOWA JUNIOR TEAM

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Everyone has to start small. That is the unanimous opinion of every professional athlete. And before you reach the goal, there are in fact just a few hours of training to get through. But that is not the only matter: Any competitive sport poses a certain financial challen e. Club dues, gear, travel costs to travel to events. That all adds up. To allow at least a few serious competitive climbers to concentrate more on their passion, we at LOWA support young up-and-coming talent where appropriate.

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And, for us, it is not just about being a simple sponsor. We seek mutual collaboration. The experience that athletes have with our products is for us more than vital. It is with this feedback that we understand what our shoes can do and where we can tweak them for improvements. Every single comment and suggestion for improvement from our athletes goes directly back into product development.

SUCCESSFULLY UP, UP AND AWAY The climbing shoe category at LOWA – still a relatively new segment – is growing well. The success of young, up-and-coming athletes from the climbing scene supported by LOWA are regularly shining at meets. For example, Emma Lorenz won the championship title for Youth B at the Rhineland-Palatinate championship this spring. Congratulations! Her winning shoe by the way is the X-BOULDER.

Youth athlete Emma Lorenz climbed to the Youth B championship title in Rhineland-Palatinate.

LOWA NEWS Publisher: LOWA Sportschuhe GmbH, Hauptstraße 19, 85305 Jetzendorf, Germany, www.lowa.de Editorial team: Michael Frank (responsible), Rainer Bommas, Nora Kammerl, Mareike Maier, Veit Schumacher Translator: Therese Iknoian Layout and Prepress: ADVERMA GmbH, Lilienthalstraße 17, 85296 Rohrbach, Germany, www.adverma.de Print: Druckhaus Fritz König GmbH, Stahlgruberring 24, 81829 München, Germany, www.druckhaus-koenig.de Photography: Nicolas Altmaier, Markus Berger, Hermann Dörre, Michael Erfurt, Matthias Klima, J. Kuhr, Herbert Raffalt, Bernd Ritschel, Kerstin Rysuvy, Veit Schumacher, ©Hakki Arslan / fotolia.com, ©Rassco / fotolia.com, Archive LOWA / DWV / Werbegemeinschaft Lechwege

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Athlete Profile Rudi Hauser

On fi st glance, Rudolf Hauser doesn’t seem to really fit into the Salzburg world of mountains.

The amiable Austrian looks more like he belongs on a wave in the world of surfing – li e he made a wrong turn and ended up in the Alps. But as soon as you see the man from Pongau on a climb, it’s clear that the earlier comparison with wave-sur ng Beach Boys is a bit lame. In fact, this young extreme athlete, barely 34, counts among the best pro climbers in Europe today. It is no coincidence that Rudi has already drawn some attention with some pretty spectacular solo climbs, both on ice and on the crags.

But up until the age of 19, everything had developed a little differently than a classic climbing career. He was in fact “Living means not already 19 when he discovered his passion for vertical sports. having any more “As a child, I had no access to climbing, even though I grew fear.” up in the mountains”, says Rudi, born in 1982 in the Salzburg area of Austria. “You need somebody who takes you to the crags and shows it to you. Otherwise, you just go to work – in the mountains”. So it’s no wonder that Rudi focussed completely on his training as a carpenter. Today still, earnings from the venerable craft are what make up about 30% of his monthly income. The Gasteiner basically works on the side as a cabinetmaker and as trade fair setup/teardown staff. Still, hammer and nails aren’t really his daily work tools. Rather, they are ice tools, frozen waterfalls and rock faces.

About the time he finished his t aining as a state-certified ski and mountain guide in 2005, it became clear that Rudi was to pursue a different life’s path – a much “higher calling” for his hands.

In a short period of time, the latecomer became a passionate alpinist, who meanwhile naturally led climbs and thus often also risked his neck. Under the watchful and worried eyes of his wife and 11-year-old daughter, his climbs became normal and both got used to the risky endeavours, supporting him significantly in his pu suits. “For me, the support of my family, friends and my entire private sphere is what gives me wings and drives me on again and again to higher performances”, says Rudi about the secret to his success as a pro climber.

Just as important to him is also the close partnership with a gear sponsor like LOWA, which is more like a good friendship than a purely business partnership. The fi st contact with LOWA happened in 2010, when Rudi as a part of his Red Bull Project X-Ice climbed three frozen waterfalls at once in just under 10 hours. LOWA contributed to this ambitious project’s success with its ice climbing boots.

“I always try to The ice climbing boot ICE COMP IP allowed Rudi to succeed conquer what I fear at his alpinist master performance – a performance that the most.” for him still today is one of the most exciting moments of his life. Just two years after that, the partnership with LOWA was of cially sealed. Since then, Rudi is not only a part of the LOWA PRO Team.

Indeed, with his long experience and expertise, he also contributes to the constant development of new climbing and approach shoes as well as professional outdoor boots like the CEVEDALE PRO GTX®.

This innovative footwear has accompanied the trained carpenter on all of his daring Free Solo projects in the northern Limestone Alps as well as all over the world on varied, extreme and difficult climbing and ice outes. One of his most spectacular successes was the solo climb of the 270-metre “Supervisor” frozen waterfall (W16). It counts as one of the most difficul ice-climbing routes in Austria. Of course without leashes on his ice axes and without technical aid – in just 1 hour, 40 minutes. For perspective: The rope team that fi st climbed it in 1991 needed nearly eight hours! Of course, the successful ascents of both the “Freier als Paul Preuß” (UIAA 7, on Hochkönig) and “Pipeline” (UIAA 7++, on Hochkogel) routes inside of not quite 12 hours also prove Rudi’s strong psyche and great physical conditioning. And these are characteristics that will come in pretty handy for his next planned projects – be that an ascent of one of the most difficult mi ed-climbing routes in the three largest ice caves in the Salzburg area, or a Deep Water Solo ice climb in Antarctica.

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Climbin as a natural

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From Alpine tours to via ferrata, regular rock climbing, or simply a nice stroll around the city with his wife and child. Rudi always puts his trust in his LOWA footwear during athletic performances, mental challenges or for everyday. These are a few of his favourite shoes and boots.

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RUDI’S FAVOURITE FOOTWEAR

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CEVEDALE PRO GTX® (Alpine)

ROCKET (Climbing)

PALERMO (Travel)

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LOWA International

AMONG TOP 3 BRANDS IN IRAN

LOWA IN DEMAND IN SINGAPORE, THE LAND OF FLIP-FLOPS

Since international economic sanctions were lifted, Iran now counts among the markets where many leading Western brands see the promise of large growth in the future. LOWA has been in this market since 1999 with its exclusive distribution partner Pamchal Sport. Only at the peak of the international political crisis did our partnership stop for a short time. With its mountainous terrain, Iran is a country that offers much potential for the outdoor industry. It makes sense then that the top three bestsellers in the LOWA offering by Pamchal Sport are the MOUNTAIN EXPERT, the TIBET and the RENEGADE.

“Singapore is a flat count y without mountains, distinguished by its tropical climate”, says Sam Xinni, who is the business development manager for the brand in Singapore for LOWA distributor Camper’s Corner. “Here, people usually just wear flip-flops. ’s not so easy to sell boots”, he says with a smile.

“LOWA’s image here is much like that of a Mercedes Benz”, says Pamchal Sport boss Saeid Zakeri.

“We are very proud to be able to work together with this brand.” In Iran, LOWA is one of the top three outdoor footwear brands along with two Italian brands, says LOWA’s partner there. The partner also operates three sports retail shops in Iran under the name Pamchal Sport, with one in Tehran, one in Karaj, and one in Dizin.

The primary Pamchal Sport contact, Maryam Ghorbali, forecasts big growth opportunities for LOWA in Iran in the future. Demand for lighter weight trekking boots and multifunctional footwear is in particular on the rise.

Still, the Camper’s Corner team was convinced from the beginning that the premium handcrafted boots from Europe would also be successful in Singapore. The partnership began in late 2011. With the brand’s good training and the footwear’s fantastic fit or the Singapore people, many consumers in the island city-state have now opted for LOWA footwear. In particular, it has become the choice for holiday travel where many like to enjoy outdoor and mountain adventures. The best-seller in Singapore is also the RENEGADE MID GTX®, which also impresses customers there with its great fit and amazing com ort, just as it does all over the world.

Sam Xinni tells of many regular customers who return to stores after buying their fi st LOWAs. They especially value the quality and the fit The customers who come back as a rule are seeking more technical footwear since they now want to attempt higher and more demanding outdoor goals after their fi st outdoor adventures. “Definiti ely we are seeing great development potential for LOWA in Singapore”, says Sam Xinni with a beaming smile.

If you get to Singapore sometime, a visit to the Camper’s Corner flagship sto e in the central business district is definitely orth a visit. There, Sam Xinni has also installed a large bar area. Many customers while away many hours or an entire day there, enjoying a few drinks.

But not just to drink. They are taking their time to seek out and size up needed products for their next outdoor adventure whilst taking advantage of professional sales help too.

THAILAND APPRECIATES LOWA QUALITY LOWA is also found in the Southeast Asian country of Thailand, distributed there since 2011 by 299 Co. With headquarters in Bangkok, the capital city of Thailand, the company opted for “the outdoor footwear from LOWA because it has the best quality we have seen in any brand we represent”, says Anvida Yugala, speaking for the 299 Co. In Thailand, LOWA is well known in particular among outdoor enthusiasts, but it also is well represented among tactical customers, meaning everywhere where public safety is an issue. The 299 Co. is particularly pleased that LOWA customers return time and again because they are impressed with the quality. The company also has the same experience in its own stores, which run under the name TANKstore.

The demographics of outdoor and tactical isn’t surprising for those in the know; nor is it that the best-sellers in Thailand are once again the RENEGADE GTX® MID and LO classic models for sports-oriented use, and

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the ZEPHYR GTX® MID TF for Safety and Task Force. Regarding the good reputation of the brand and its satis ed customers, 299 Co. sees great opportunities to grow the brand even further in the Thai market.

This optimistic assessment is also fed by the fact that more and more Thai people are discovering the outdoor world. “The people here are developing a stronger desire to go outdoors and experience nature, and they want to combine that with a healthy lifestyle”, says Anvida Yugala. And, last but not least, the tourists from all over the world who travel in Thailand play another role there for LOWA footwear. There is of course a lot to discover in this country when it comes to its rich culture and fascinating outdoor world.

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“Share your hiking club with LOWA”, or so says the successful marketing campaign from LOWA Benelux B.V..

On the campaign’s website (www.lowa.nl/wandelgroep), club members have the opportunity with their hiking club to participate in a drawing. To do that, they upload a photo of their group, and LOWA Benelux challenges participants to vote for the photo as many times as possible. LOWA Benelux will select the winner from the three hiking clubs that get the most votes overall.

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ALL-INCLUSIVE HIKING DAY FOR CLUBS

WIN AN AUSTRIAN HOLIDAY For four weeks, LOWA Benelux enticed consumers to participate in a drawing with the chance to win a weeklong Austrian holiday in a hotel for two persons. On top of that, the package winners also received a brand-new pair of INNOX GTX® MID boots. Three of these winning packages were available. LOWA Benelux operated the sweepstakes in partnership with the Austrian Tourism Board.

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The promotion ran from 1 June to 1 July and was promoted in all channels – web, social media, newsletter, and with fl ers at LOWA retailers. The goal of the promotion was to effective support the introduction of the INNOX GTX® MID. At the same time, LOWA Benelux was seeking to increase brand recognition. In addition, the contact information gained was to guarantee targeted customer contact for future promotions.

The prize is nothing to shake a stick at: The winning club will receive an all-inclusive hiking day for between three and 20 participants. The hike with a LOWA guide includes lunch and dinner. In addition, every hiking day participant will receive new LOWA ATC footwear.

The contest for the introduction of the INNOX GTX® MID was promoted on all media channels.

In short order, 36 clubs were registered for the promotion, with 1,358 votes in total and 7,000 visitors.

Facebook posts related to the promotion reached another 16,000 users. That already met the high expectations for the promotion right at the start in gaining interaction with the target group, as well as exposure and data for additional future promotions.

Club members can upload a photo of their hiking club to the website to be entered in the contest.

LOWA SWITZERLAND

STRONG PARTNERSHIP FOR LOWA@ HOME The lowa@home concept has allowed the brand to successfully realise a unique relationship that combines the advantages of speciality brick-and-mortar retail with online opportunities.

SWISS SAFETY GROUP & SWISS HIKING IN PARTNERSHIP LOWA Switzerland has teamed up in a doubly interesting partnership with the Swiss Hiking Trails Federation. Because the BFU, an association for safety and accident prevention and advice, is involved in this hiking promotion, too. LOWA Switzerland is working with both organisations as a gear sponsor and has gained a lot of exposure from that work, especially on the BFU website for the promotion.

In addition, LOWA Switzerland is involved with supplying the content for this BFU promotion that discusses the selection of correct gear. Also, the LOWA Switzerland team is offering appropriate images, plus footwear-specific xpertise, for example regarding hydrolysis.

Find out more about the BFU promotion here: www.bfu.ch/en/the-bfu/ communications/ campaigns/bergwandern

The new lowa@home site has been live for more than six months now. What’s special about it? The online shop was developed in Switzerland in a partnership with the buying group ANWR / SPORT 2000. ANWR and Sport 2000 actually operate the lowa@home site.

LOWA Switzerland’s role is to act as the service provider in the background, taking care of all of the orders, including invoice processing.

Sport 2000 developed the web design. LOWA Switzerland supplied all of the content such as product descriptions and information, images and other details. With a direct connection to the Swiss warehouse, the consumer has access at any time to the entire available inventory.

The speciality retailer that is connected to lowa@home, enjoys a further advantage: In contrast to other brand shops online, the selected ANWR and Sport 2000 retailers receive an attractive margin. Orders are allocated to the appropriate retailer based on postal codes, and these retailers receive regular credit for sales. At the same time, the purchasing customer is directed to that retailer as his or her local expert. Participating ANWR / Sport 2000 partners are LOWA top dealers who have distinguished themselves by carrying a wide selection of LOWA products and demonstrating comprehensive LOWA expertise. These retailers also offer their customers the opportunity to use the LOWA 360° online shoe-finder ystem for direct orders from right inside the shop. Click here to take a look at the lowa@home shop: www.lowaathome.ch

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LOWA Marketing

MAGAZINES Print lives! Here at LOWA we are still believers, and the stats show we are correct. According to experts, sales of special interest magazines in particular could in fact increase in the next year. For years we have been committed to print media, and we will continue to hold true to that strategy. In addition to special interest magazines where we have placed ads successfully for years, we will also add general interest and travel magazines to that portfolio this year, such as Merian, National Geographic Traveler, GEO Saison, Eltern family (“Parents and Family”) and Nido.

CROSS-MEDIA

MARKETING

MARKETING FOCUS TOPICS 2016_17 For 2016_17 we are moving two topic areas into marketing focus: the travel and leisure segment as well as the PRO line developed in partnership with the LOWA PRO Team athletes.

Totally new imagery will be used for the Travel line. In it, typical urban situations using exciting full bleed images will move the shoe into the centre of attention to ensure full attention.

The PRO line materials will be distinguished by black-and-white design using spectacular mountain scenes and photos of athlete with the use of the signature lime colour for accents.

For focus topics, each country will in the future always receive a cross-media marketing kit with PR (photos, and PR copy in fi e languages), print (advertisements, booklets), POS (a variety of materials for point of sales) and online (banners, social media posts, YouTube videos).

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INFLUENCERS AND BLOGGERS In addition, the cross-media strategy will include partnerships with select bloggers and other influence s in the digital mountain sports community. For example, this encompasses the online Munich outdoor magazine airFreshing. com and the blog feel4nature by Globetrotter’s Christian Hubo. Successful women bloggers have also been won as partners, including Erika Spengler (ulligunde.com), Daniela Trauthwein (wanderreporterin.de), Kathrin Heckmann (fraeulein-draussen.de) and Corinna Bendereit (outdoormaedchen.de). These women will certainly reach more than just female target groups. And of course the blogs “Zwerg am Berg” and “Outdoor-Zwerge” have the important role of addressing families with children.

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When it comes to media planning for 2016, numerous online media were included. In addition to the websites of well-known specialty magazines, amongst them was also for example the portal mountix.de, where one finds partne s for hiking, climbing and sports of all kinds. Also included in digital plans were the online climbing community ilooove.it, and the digital climbing compass enziano.com, which offers assistance to climbers and hikers for preparation and research. LOWA is venturing into new territory with this, but expects to gain a foothold in online media in short order. We also intend to continue to build out this segment.

LOWA FOOTPRINTS With our own global social network LOWA FOOTPRINTS, we are stepping onto new terrain and are seizing the opportunity to position ourselves as digital market leaders. Using an app or a website, users can leave behind digital “footprints” with their LOWA footwear, plus find inspi ation for outdoor activities and participant in attractive sweepstakes. Leave your footprint! www.lowa-footprints.com

SOCIAL MEDIA When it comes to digital communication, our social media now play a decisive role.

We are focussing at this time on Facebook, Instagram, YouTube and Twitter.

LOWA can thus position itself as an influencer to speak to n w, younger demographics.

The LOWA PRO Team will support our social media activities with links and posts.

This will serve to demonstrate their proximity to the brand, whilst the brand will also benefit f om all of our athletes’ fans, friend and followers to generate broader reach.

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LOWA Staff

Günter Schwarzmeier

GOOD THINGS COME IN THREES He is a master shoemaker and also the manager of the service and repair facility at LOWA: Günter Schwarzmeier. Born in 1960, he has been with the company in Jetzendorf since 1975 – with two breaks that could be described as somewhat unusual.

However, he has always been happy to return to what he calls “his LOWA”.

Günter Schwarzmeier’s professional career is anything but usual.

At some point, almost everyone returns to his or her roots. In his case, those roots go back 41 years to the time when Günter began an apprenticeship as a shoemaker at LOWA. In those days, the company was still family owned, and Herr Lederer had say-so over everything.

Herr Lederer took responsibility for the apprentices, as trainees were still called back then. Schwarzmeier was the fi st of his kind in 15 years, and in his second year the company wanted to change his apprenticeship from shoemaker to shoemaking machine engineer.

The young man resisted. For him it was important to learn how to make shoes by hand, not make them with machines.

He showed promise in his profession. Sepp Wagner took note of his efforts and paid him a monthly wage of 60 Deutschmarks more than the mandatory tariff – a lot of money in those days. He completed his final xamination in 1978 as the top of the class, and he returned to the factory in Upper Bavaria as the best trainee in the region.

“He can work on every machine”, his manager observed and put him to work as relief or backup employee for all of the manufacturing area, in whatever area help was needed. He made this position his own until 1982, but he wanted professional growth. He registered for the master shoemaker academy, receiving a special dispensation to do so – normally fi e years of training are necessary for the master’s examination and he was six months short of this total.

In May 1983 he successfully completed his final xamination as master shoemaker. His apprenticeship had cost him 20,000 Deutsch­ marks. His manager at the time was happy to have such a qualifie employee, but did not want to pay him any more.

Schwarzmeier took action accordingly and for the fi st time parted company with LOWA. Völkl had a manufacturing plant close by where that company made mountain and outdoor boots, and the owner hired him on the spot. As the head of boot lasts and structures, he was responsible for 40 employees.

In 1985 he bought out the entire set of store fittings f om a relative in Lower Saxony in order to go into business repairing and selling shoes in Freising. Business went well until his landlord needed the space Schwarzmeier rented, obliging him to move his workshop to the basement of a house in Reichertshausen in 1997. Then, in 1998, he received a call from LOWA asking if he could help out in Jetzendorf for two weeks. He couldn’t say “no”, and his second period began at the company where he had been a trainee.

The two weeks turned into seven years, but he kept his own business running throughout this time.

JUST THE FACTS Name: Günter Schwarzmeier

Age: 56

Birthplace: Pfaffenho en a.d. Ilm, Germany

Residence: Reichertshausen, Germany

Professional education: Master shoemaker with more than 30 years of professional experience Position at LOWA: Master shoemaker, service and repair department

Hobbies: Grandkids

Favourite shoe RENEGADE GTX® LO

In May 2004 he once again opened his own shoe repair workshop, this time in Pfaffenhofen. The calculated, albeit financially risk , decision to buy a complete set of machines paid off, and business boomed. Schwarzmeier and his wife both had plenty of work.

So much so in fact that they frequently worked seven days a week since they were unable to find qualified emp yees. In the end, this caused health problems, and he applied for a production position (in the division for specialized models) at LOWA. Six months later, he took over as master shoemaker in the service and repair facility.

And that puts him at LOWA for the third time where one imagines he will in fact remain. All good things do indeed come in threes, as the saying goes.

Helmut Schleißing

EVERY PIECE OF LEATHER GETS HIS NOD Leather is a natural product. No hide is like any other. A lot of experience is needed to assess the quality of each and every tanned animal hide. At LOWA, Helmut Schleißing has overseen this process since 1997. He looks at every piece of leather, feels it, measures the strength, and judges the colour and softness.

He oversees quality control in leather purchasing.

Now, however, it’s not long until this professional leather expert heads into retirement. Originally, he took on an apprenticeship to work as a gas and water pipelayer. But the economic doldrums in construction in the ‘70s pushed him to change his selection.

He discovered his weakness for leather and after that earned his living working in the machining department at Adidas. For 22 years, he amassed experience there, learning all of the in’s and out’s of natural materials.

When mass production of athletic shoes came to an end here even for global brands in Herzogenaurach, LOWA took advantage of the changes for Jetzendorf. Then then-production director enticed this

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leather expert to come to Upper Bavaria. There, his expertise could be used to ensure that only the best leather for production was used at the mountain and outdoor shoe brand in Jetzendorf.

“It’s a great job and quite a bit of work”, says the leather expert still today – after nearly 20 years overseeing leather purchasing at LOWA. “Every piece of leather is different. None is 100% perfect.

With every single hide, you have to strike a compromise in negotiations with the tannery”, says Schleißing.

With more than 40 years of experience in the leather business under his belt, he knows what to watch for. Quality control and leather purchasing take place directly on-site in each tannery. That enables LOWA to be certain that only the best leather is used in manufacturing. Lower-quality pieces don’t even get in the door.

Leather purchasing is tough physical work. Schleißling is hands-on with every hide, feels for softness, and looks to see if the natural material has any “pipeyness”. “Pipeyness” is a leather expert’s term

JUST THE FACTS Name: Helmut Schleißing Age: 63 Birthplace: Markt Bibart, Germany

Residence: Iphofen - Hellmitzheim, Germany

Professional education: Gas and water pipelayer Position at LOWA: Leather purchasing

Hobbies: Sports – fitness, unning, cycling Favourite shoe: INNOX EVO LO

Partnerships

The German Hiking Association (Deutscher Wanderverband) has represented the interests of hikers for more than 130 years.

It is the umbrella organisation of 58 mountain and hiking clubs together with about 600,000 members. Now LOWA Sportschuhe and the German Hiking Association (DWV) are teaming up to further the development of hiking in Germany.

The member clubs of the DWV oversee and maintain more than 200,000 km of hiking trails from the Baltic to the Black Forest, from the Eifel to the Ore mountains. More than 20,000 volunteer stewards hike the trails annually to maintain trail signs and markers. The volunteers provide important information to the publishers of maps and trail guidebooks. The objective of the cooperation between LOWA and the DWV is to improve communication of the importance of sustainable trail building and the promotion and support of hiking in all its forms. An additional focus of the cooperation is to strengthen the DWV initiative, “Germany’s Hiking Wonderland” (“Wanderbares Deutschland”).

The German Hiking Association works to ensure a great hiking experience. It provides guidelines for marking trails, plus it offers conferences, trains hiking guides and has created objective quality criteria for hiking tourism with the initiative “Germany’s Hiking Wonderland”. This initiative establishes quality standards for rating hiking regions, hiking trails and lodging. The highest level among these awards is the “Quality Hiking Region”. In addition to well laid-out and well-networked trails, designed both for hiking families and for more ambitious and athletic trail users, factors such as lodging, the availability of information, and bus and rail connections play a vital role in whether a region receives DWV certification or not. The mar ed trails must meet high quality standards; the DWV inspects and determines whether at least 35%

for when the leather forms coarse wrinkles when it is bent downor inward. This test is done with the hands during leather purchasing as a part of quality control. To do this, buyers push on the top layer of the hide with their fin ers to see if wrinkles are formed. An assessment regarding a hide’s pipeyness affects the final judgment o each hide, as do leather defects, such as injuries to an animal or signs of such that become apparent during tanning.

In addition, what is also quite important is compliance with colour specifications. In this case, a tanne y has the opportunity if needed to do some refinishing of colour tones. The colour cont ol process is quite sensitive and is reliant exclusively on a visual inspection. It is vital to take into consideration differing light conditions during the process. Material strength as well as leather consistency and hand (feel) are further criteria in judging leather quality. Schleißing holds every skin in his hands and does a visual inspection before he classifies a skin as a particular leather g ade.

Of course, the classification done y the tannery and the LOWA expert isn’t always the same. “Naturally, we negotiate pretty hard”,

From its origin near the Formarinsee lake in Austria’s state of Vorarlberg, the Lechweg long-distance track heads through Warth through the Tyrolean Lech Nature Park area all the way to Lechfall in the German city of Füssen in the Allgau region.

Thus, the track ties three regions and two countries, each with their own traditions and history.

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PARTNERSHIP WITH THE LECHWEG WALKING TRACK We know that hiking has a positive influence on health, qualit of life and respect for nature. For that reason, we are proud to partner with Lechweg to promote hiking and its regional development. The next LOWA Demo Centre, where one can borrow a pair of LOWA boots to test free of charge, will be at Intersport Wolfart in the Austrian community of Galtür near the Lechweg.

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For about 125 km, the long-distance track runs through the Nature Park of Lech-Reutte, which is a great area for moderate distant walking endeavours of mid-range difficult .

The countryside and the adventure are the focus of this hike, where much of this section has a slight downgrade. These 125 km are easily divided into three different stages. There are also many opportunities for rest stops or overnight stops in the towns along the way. There, you can find ortification, refreshment and a place to take a rest. The European Ramblers Association has designated this track as one of its “Leading Quality Trails”. The Lechweg is in fact a model for long-distance tracks for all of Europe.

of the overall trail has a natural surface, whether the trail signs and markers are effective, and whether natural attractions such as summits or waterfalls can be found along the trail. Currently, 152 trails in 13 states totalling 13,662 km have been certified a Quality Trails under the programme.

Hikers often require lodging for multi-day tours. As part of the initiative, the DWV has set standards for quality, hiking-appropriate lodging throughout the country. Hostels and inns that hope to receive this classification must meet a b oad variety of criteria. For instance, the ability for a guest to dry out clothing and equipment and to borrow shoe-cleaning equipment is considered “obligatory”, as is the requirement for the hostel to provide a current weather forecast and fi st-aid supplies. In addition, information about local hiking trails, trail maps and transport of equipment to the next hostel are regarded as standard.

The German Hiking Association is also committed to environmental protection and conservation, for instance with its Outdoor Sport Planning Tool called “NatursportPlaner” (“Outdoor Sport Planner”).

This has allowed the DWV to actively improve the planning of infrastructure and the coordination of facilities for outdoor sports such as hiking, horseback riding and mountain biking throughout Germany.

says Schleißing about his work, “but with the motto ‘live and let live’ in mind. We have always found a fair and common ground for agreement.”

Over the years, LOWA has built strong partnerships with German and Italian tanneries. Work has been done for years out of Jetzendorf with a half dozen or so capable tanneries. With these, LOWA knows it can get reliable quality from specialists when it comes to upper, split and trim leathers for footwear manufacturing.

This also demonstrates that not only leather production comes from Europe, but also that the cattle also come exclusively from Europe, mostly from Germany and Italy.

Key to these trail management processes is the recognition by the DWV that a balance between outdoor sports and biodiversity is essential, both in maintaining threatened habitats and ensuring the recreational value of undisturbed natural environments.

This balance can only be created when all stakeholders in the planning and maintenance of recreational infrastructure are all invested in and all follow a common strategy, for instance with regards to controlling visitor traffic. The “Natu sportPlaner” planning tool can provide key assistance in such cases.

The German Hiking Association has a number of health initiatives, including the German Hiking Badge and DWV Healthy Hikes.

The latter includes tours interspersed with physiotherapeutic exercises, led by trained and certified hiking guides Information (in German): www.wanderverband.de, www.wanderbares-deutschland.de, www.natursportplaner.de, www.deutsches-wanderabzeichen.de, www.gesundheitswanderfuehrer.de

have good footwear”, says the experienced leather professional.

And his colleagues in shoe-making nod their heads in agreement.

But he can only speculate about the reasons, although he wonders about today’s nutrition and modern livestock farming methods.

In conclusion, he offers a bit of wisdom for the road to ease our bad consciences about killing cows: “No cow is slaughtered for its leather. It’s really about the meat. The hide is really nothing more than a waste product – although a pretty valuable one.”

LOWA NEWS wanted to know from Helmut Schleißing how the quality of hides and leathers has developed in the last 20 years in his view. “I think that leather in the last 20 years has become a bit worse on average. Hides have more defects. Quality control has become even more important if you want to

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Introducing: New Footwear Models

ALPINE PRO GTX® Born of passion for alpine adventure.

The LOWA ALPINE PRO GTX® belongs to an entirely new generation of outdoor boots that embodies the high demands of alpinists for lighter, more athletic footwear.

Innovative features of course increase performance on challenging mountain tours; however, when it comes to comfort and safety, LOWA is stepping into fully uncharted territory. The new midsole construction is lower profile and offers a more stable platform with increased ground feel. Reduced sole height at the forefoot brings the foot closer to the rock and thus always provides for optimum control and the best transfer of power even on the steepest terrain.

APPROACH PRO GTX® LO Better control for higher performance.

You don’t really need a heavy outdoor boot with a thick sole for many alpine tours.

If you want to conquer alpine terrain, then you’ll make significantly better time along the way with these new approach shoes. Unnecessary weight over time will give you heavy legs and could even mean in the end you don’t have the needed strength for that last push to the summit. Even pro alpinists today rely on athletically functional solutions like the LOWA APPROACH PRO GTX® LO to reach the crags without trouble thanks to integrated cushioning in the heel zone. But you won’t must make great time on the way up with its rigid insole, the increased performance and better control it offers also makes light work of easy scrambling, too.

ROCKET Direct contact to the wall.

This climbing shoe with slightly more aggressive camber is geared toward sport climbers and bouldering enthusiasts – those who have set themselves clear goals but do not want to give up needed comfort. The ROCKET offers both at the same time.

Thanks to the sock-like fit and the xible stretch material, the shoe snugs your foot like a glove. The 100% pre-stretched split leather takes care of the rest. The upper, tanned without any chemicals, not only retains its shape and is particularly non-irritating, it also enables a direct power transfer. In addition, the new performance last ensures total comfort and more control, and the sole of Vibram® XS-Grip allows optimum foot placements on even the smallest of edges.

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Portrait PREDAZZO GTX®, PREDAZZO GTX® Ws

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Just like backpacking full of suprises.

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It is one perfect all-round companion for alpine terrain with its crampon compatibility, versatility and comfort. Whether on roads, on forest and gravel tracks, or perhaps steep mountain trails, the innovative midsole of EVA and PU cushions every footstep perfectly. And of course the highly functional Vibram® Mulaz Approach Pro outsole ensures the optimum grip even on slippery or wet surfaces. For those times that perhaps a spontaneous alpine tour – literally – gets rained out, the waterproof GORE-TEX® lining keeps feet reliably warm and dry. Being a backpacking model, the PREDAZZO GTX® performs superbly on any terrain with its crampon compatibility. Not to mention fitting g eat too. Made of split leather, the premium upper made from one seamless piece at the fore- and midfoot offers nothing short of ideal fit ven for longer outings.

ARCO GTX® MID/LO, SASSA GTX® MID/LO Ws As fl xible as your ambitions.

Wherever these new trekking boots take you in the world, you’ll bring home distinct memories with the comfort of the multifunctional LOWA Elika outsole underfoot.

These soles will keep your feet feeling fit as a fiddle ven on longer outings when you will be nothing short of enthusiastic about such a high degree of comfort. In addition to the cushioning midsole, the upper with its seamless one-piece leather construction at the fore- and midfoot promises fewer pressure points and a more fl xible fit. The there’s the comfort of the last used for the ARCO GTX® that offers a significantly oomier toe box, whilst the SASSA GTX® has a design specifically eared for a women’s foot.

Top that all off with a lacing system with Flexloops and a heel lock adjustment using open lace hooks. This system allows you to ideally individualise the needs of your particular fit

IROX GTX® MID, LYXA GTX® MID Ws This is how simple trekking can be.

Perfect trekking boots must in fi st order possess two essential characteristics: comfort and stability. On top of that, the LOWA IROX GTX® MID as well as the slightly lower-cut women’s model LYXA GTX® MID Ws also offer breathability and fl xibility. Using new materials, the weight has been reduced to a minimum without forgoing stability. The result is an extremely lightweight, athletic trekking boot. Especially impressive is its innovative construction incorporating both durable fabrics and a breathable GORE-TEX® membrane with a two-toned lining. This model also combines the grippy LOWA Elika outsole and high-cut toe and heel caps with the Fit Ribbon integrated into the lacing system. All told, nothing really stands in the way now of faraway destinations or distant goals.

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RENEGADE GTX® LO, RENEGADE GTX® LO Ws A classic never does things halfway.

The newly reengineered low-cut version of the RENEGADE GTX® is equipped with everything it needs to become yet another classic. We not only optimised the comfort of this miracle of fit with a slightly wider shape, e also increased the cushioning.

The grippy LOWA VIBRAM® RENEVO sole has impressive forefoot fl xibility and sturdy support. It also however has a dual-density PU heel insert that reliably absorbs even the hardest impacts. The combination of durable nubuck leather and a breathable GORE-TEX® membrane ensure superior weather protection and feet that always stay dry.

AEROX GTX® MID/LO Airy, light and versatile down to the tiniest detail.

Pull them on, head out, feel great. In contrast to other solutions, the direct-injected soles of the AEROX GTX® models feature a clever system of ventilation channels that lets the foot breathe and thus offers superior comfort. Contributing to that is the upper of a synthetic-fabric blend that is open weave on the top with a tighter weave at the midfoot. Plus, don’t count out the flexible stretch tongue’s role. In order to live up to demands of today’s modern alpinists, this all-rounder also has

MADISON LO, MADISON LO Ws Comfortable distance runner for any occasion.

This lightweight multitalented shoe has been outfitted with long-lasting cushioning made f om polyurethane that shows its soft side precisely on hard surfaces. Just as pleasing is its upper sporting an athletic cut and a super comfortable synthetic shaft. Combined with the MADISON LO’s airy construction, feet will never break a sweat even in quite summery temperatures. With such a breathable all-rounder, comfort is a given. Which is helped along by the innovative Speed Lace Technology. Speaking of comfort, the MADISON also is able to shine with its so-called “kick-down” heel so you can slip in and out of this low-cut shoe with ease. Or in a flash ou can also even wear it as a slide.

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LOWA DynaPU for cushioning and a Stabilizer Frame for optimum lateral stability. Combined with LOWA MONOWRAP®, these sporty and athletic multitalented models are the ideal companions for spontaneous adventures. The midcut model has an integrated lacing system while the low-cut version has our practical Speed Lacing system.

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When outdoor and lifestyle share the same path.

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CADIZ QC Ws, CADIZ QC

This lightweight yet rugged Chelsea boot with a trendy canvas look has a soft upper with elastic gussets that ensures easy on, easy off. The upper of the men’s model with its waxed smooth leather and a natural leather look also offers soft fl xibility.

For the women’s model, however, designers used nubuck leather, delicate seaming and feminine features. Combined with the LOWA Sneaker sole made of cushioning LOWA DynaPU, the CADIZ QC of course offers so much more than just optimum fit The soft material hugs the foot so perfectly that you nearly forget you have them on.

Even on a lengthy city walkabout or for everyday wear, you may wonder if you have shoes on.

SEATTLE LO, MAINE LO Ws No need to chase fashion trends.

On that note, one could say that this rugged outdoor look also could be paying homage to LOWA’s own roots. But of course without ignoring today’s fashion trends with this classic Derby shoe design.

That’s proven by the new cut of the men’s SEATTLE LO model. The MAINE LO too is a totally fashionable low-cut shoe for women with a sporty touch. What both models 100% have in common is the blend of

functional materials – lightly waxed canvas, stylish denim and tough full-grain leather. These ensure optimum fit as ell as the best weather protection. Ideal protection is also included for the feet when it comes to impact stress and fatigue, thanks to the fl xible LOWA Sneaker sole. The sole’s cushioning LOWA DynaPU turns every long city tour into a pure pleasure.

INNOX EVO GTX® QC JUNIOR INNOX EVO GTX® LO JUNIOR Make a statement in any territory.

Since kids as a rule don’t like at all to be held down, don’t miss your chance with these versatile multifunctional shoes. Everything is possible with these extremely lightweight, comfortable all-rounders.

In any weather. The upper has softer padding than in traditional kids’ shoes, and with the LOWA Enduro Junior Sole they offer reliable support on any terrain. For additional stability, the innovative MONOWRAP® technology steps in. In combination with an especially breathable, waterproof blend of materials, including a GORE-TEX® membrane, you now know that any diversion into the unknown won’t be the exception but as of now will be the rule.

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LOWA Austria

Sales promotion

GET KIDS AWAY FROM COMPUTERS WITH CROSSBOCCIA LOWA Austria thought up a rather creative promotion to support speciality retailers. With the purchase of select children’s shoes, each customer will receive in early 2017 a CrossBoccia set as gift with purchase.

CrossBoccia is the reinvention of Bocce Ball played in three dimensions and suitable for the entire family, no matter what age or fitness l vel.

It can be played anywhere: outdoors, in the city or at home. A truly ideal game for kids to play with each other, too.

The goal of the promotion is to get the younger generation away from their computers, tablets and PlayStations and to get them involved

in and enthusiastic about active games that include physical activity. CrossBoccia promotes kids’ play and coordination skills and ensures fun and relaxation, especially in team play.

With this promotion, the Austrian LOWA speciality retail partner can position itself as an approachable business that is both parent- and kid-friendly. Customers will remember the stores positively with this entertaining and useful giveaway. And of course individual retailers can use this gift as the impetus for other creative activities for even more positive exposure.

For example, a short event series on-site with the title of local CrossBoccia Champion as the draw.

INNSBRUCK SHOWROOM WITH A NEW LOOK A renovation of the Innsbruck showroom now offers trade customers in the western part of the alpine country a clearly improved work environment. In addition, LOWA Austria now feels the look better represents the brand’s standard and its high level of sales consultation. The new showroom offers the brand a truly authentic-feeling area for a professional presentation of the range, in an environment that suits the LOWA brand well. The renovation used high-end, natural materials such as wood and rock to create a pleasant ambiance for successful consultations and sales conversations.

LOWA Showroom Austria Günter Hittmayr | Tel. +43 664 4500315 Valiergasse 60 | 6020 Innsbruck

STRONG PRESENCE AT POS One of the primary goals of LOWA Austria’s marketing department and sales team was to put more focus on the brand in our partners’ shops and build a larger brand image on the floo .

Sepp Würtinger’s team was successful at motivating retailers to use all of the numerous attention-getting sales promotion tools. That not only spurred sales, but it also lent to a more positive brand image. Store

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staff members were really creative in promotions, such as using the LOWA Tower at the Iraneck shoe store in Traun, illustrated here, or the illuminated inflatable shoe at the Hößl shoe sto e in Vienna’s Neustadt. Both are superb examples.

LOWA Austria is also pursuing the brand’s successful Test Centre concept quite strongly. As a part of that, a close collaboration with the Filzmoos Tourist Association, which houses one of the Austrian Test Centres, has been extended. At the same time, LOWA is increasing its brand presence in one of the most popular hiking destinations in Austria with additional display window concepts.

These will also be accompanied by various social media activities that will continue all year long.

Another step in rounding out the activities at the Filzmoos Test Center is the LOWA Filzmoos Hiking Pin, which guests can earn after the completion of various hikes. With the great success seen in spring of the fi st round, a new Hiking Pin will be produced that will be available as of this season.

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SWEEPSTAKES MOBILISES MORE THAN 5,000 USERS The current Austrian LOWA Summer Sweepstakes is a great success.

More than 5,000 participants have already entered the sweepstakes called “The Big LOWA Mountain Game”. In the fi st nine weeks, they have responded to the nine total sweepstakes questions. That accounts for significant participation g owth compared to last year’s sweepstakes.

This time, a question was combined with product introduction. That requires not only that participants pay attention to the brand, but also that information about new products is passed on. At LOWA Austria, we are quite excited about the successful mobilisation of these users.

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LOWA NEWS July 2016

Matthias Klima

ON FOOT ACROSS EUROPE That is the declared goal of Matthias Klima, 19, from the Upper Palatinate town of Furth im Wald. Originally, he wanted to walk from Gibraltar to Istanbul in six months. But his dad and grandmum were worried about the current tense state in the Turkish capital, so Matthias changed his plans. New destination: Thessaloniki!

The length of the walk nevertheless did not change. All the way to Thessaloniki will still mean more than 4,000 kilometres underfoot. In a car, you need 60 hours to do this, by airplane more like nearly 15 hours.

The starting gun for his adventure went off on 11 February 2016.

Since then, he has passed through Marbella, Málaga, Barcelona, Montpellier and Avignon and is on the way to Italy. Through Genoa, Florence and Rome, then along the coast to Naples, then from

Brindisi by either boat or plane across to Greece.

From Patras, he’ll head to Corinth via Athens in northern Greece. Whether he sticks to this route is yet to be seen. Matthias decides each day how he’ll go and where he’ll sleep.

LOWA is supporting Matthias with great enthusiasm. In the end, the core motto of the “Only those who go heritage shoemaker from Bavaria’s Jetzendorf farther than they is in fact, “Made in Europe”. All of its materials can, know how far are sourced in Europe, and the entire footwear they can go.” range is made exclusively in Europe. A young man who sees hiking as the nicest of all forms Only one thing is certain: Along the way to Thessaloniki, the 19-year-old just wants to meet lots of new people, of movement, is interested in European cultures and people, and wants to get to know it all better is a sure bet for support. he wants to experience all of the different European cultures up close and personal, and he wants to understand why Europeans All of the details of Matthias’ journey can be followed on LOWA’s are what they are. Matthias has already hiked a quarter of the social media channels. earth last year with his trip through America. In September 2016, if everything goes according to plan and he has crossed Europe, he will have made his way across nearly half of the globe.

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LOWA NEWS July 2016

The Himalayas are often called the “Roof of the World” with mountain peaks that are the highest on the planet. This region is the dream destination of many outdoor enthusiasts, trekkers and alpinists. Matthias Wanner, LOWA’s Germany sales director, and his colleague Markus Strefling key accounts sales director in Jetzendorf, fulfilled their wn dream: In November 2015, they started a 19-day trekking tour.

They took advantage of their time there, together with representatives of the Nelaphilfe Beilngries charity, to visit the school that the charity and LOWA’s donation of EUR 75,000 helped build. The two employees took part as representatives of LOWA on the official dedication of the Shree Namuna Janasewa Lower Secondary School and carried along with them the best wishes of LOWA CEO Werner Riethmann. As a part of the ceremony, they presented the directors a tablet with a quote from Werner Riethmann: “We are responsible for what we do. Of course, also for what we do not do.

Thus, at LOWA we pay a little more attention to people and the environment.” This metal sign has been hung in an honoured position on the school building.

The real trekking tour began after the festivities at the school. The group had 19 days to achieve the goal.

“The possibility of failure was not excluded during our planning”, says Markus Strefling. “Summiting at any price’ was never a question. I think an attitude like ours is key for the psyche. We realized from the beginning that everything had to work out just right to be successful – weather, conditions on the mountain, health, fitness”, xplains Matthias Wanner. Altitude acclimatization happened over nearly the entire two weeks. At the beginning, there were long tours. They went up and then back down again.

And they had good luck. The weather was great the entire time. The group’s fitness or the adventure was good. Five out of six succeeded at summiting, including the two LOWA employees.

NEPAL – PROFOUND IMPRESSIONS, SOARING PEAKS

The real reason for their journey to the Himalayan country was the 6,278 metre Pachamo Peak. “This peak was recommended to us by extreme mountaineer Ralf Dujmovits, who not only is a member of the LOWA PRO Team, but also is an expert in Himalayan tours”, says Matthias Wanner. He added that afterward they learned that Pachamo Peak is the training mountain for another outdoor sports icon on the LOWA PRO Team, namely Ines Papert. “Ralf highly recommended this mountain to us because it’s somewhat hidden and is hardly ever climbed, yet has a grand view from the summit. And the difficulty level also suited the group well”, explains Markus Strefling Preparation for the big goal began about a year prior. Each of the six members was responsible for their own training program. Markus Strefling and Matthias anner had a tough schedule: between Monday and Friday they set as their goal to put in three, hour-long cardio sessions and also a mountain trek every weekend. The 2,744 metre Hochwanner, a neighbouring peak of the Zugspitze, became their favourite training mountain. “Its features are being just as unknown as Pachamo Peak”, says Matthias Wanner, jokingly, “but also that it has quite varying terrain and thus is quite close to being our dream mountain.”

In addition to the physical preparation the entire group prepared themselves also in the technical stuff with two glacier trainings and a high-altitude training in Switzerland.

The reasons to do so much for their dream mountain are different for the two employees. “It was time to finally do something significan ’. But not something like a marathon or the Camino de Compostela.

What was nearer to our hearts as employees of an outdoor company was seeking a special challenge in the mountains: something that I could manage – in the Himalaya.” Matthias Wanner explains.

For Markus Strefling, the moti e was a little different. He was looking for an athletic challenge. The high mountains appealed to him, and of course a bit of a nervous thrill as well. But the deciding factor was in the end the goal.

“I’m proud to have succeeded”, both say about the feeling of standing on the summit and achieving the goal they chased for so long.

“It’s special. There are no medals. You just take your feelings back with you. Feelings of satisfaction and of being humbled too”, says Matthias Wanner. Markus Strefling describes his eelings in this way: “I feel a certain awe in achieving it, and unbelievable luck.

And of course gratefulness, because LOWA enabled this to happen.

And to expect from LOWA employees, they used and tested LOWA footwear. They both wore EXPEDITION 6000 EVO RD on their push for the summit. On the treks, Matthias Wanner relied on the TICAM II GTX®, and used INNOX GTX® LO in town and on the flatlands. Markus St eflings choice was the CAMINO GTX® and the SAN FRANCISCO GTX® LO for the urban area.

After three weeks an adventure with a lot of memories ends. “The summit was of course the driving force for this trip and also a very emotional experience. But there are totally different things that stick with you”, both say they agree. For Markus Strefling it as the deep religious beliefs of the people. Matthias Wanner was deeply impressed by the Nepalese people: “You can learn a lot from it. The people there were greatly impacted by the 2015 earthquake and the accompanying floods and landslides. I am convinced that the best medicine for that is to build a school to demonstrate that life goes on, to strengthen the belief in the future.” Donations are certainly a way to help in this country. But really what helps the people and the country the most is to travel there. The country lives from tourism and could only be rebuild by that.

But tourism is still far below what it was prior to the earthquake.

Nepal is not only an Eldorado for high-altitude mountaineers and extreme alpinists. It is as well a hiking and trekking wonderland. There are hundreds of easier trails where you can comfortably hike. And that is all available at elevations between 2,000 and 2,500 metres where you can still have grand, sweeping views with a breath-taking backdrop of the 8,000er giants. And once you get to know the people, their friendliness, their hospitality and warmth, you will most certainly return. Just like Markus Strefling “The Annapurna Circuit counts among the most beautiful hikes anywhere in the world. There is no doubt in my mind that I will fit that into my tour and t avel plans in the next few years.”