LOWA USA Announces Marketing Leadership Transition as Brand Enters New Era of Growth

June 24, 2026

Outdoor industry veteran brings more than 25 years of experience in brand leadership and strategic marketing

Salt Lake City, Utah (June 24, 2026) /ENDURANCE SPORTSWIRE/ – LOWA USA has appointed outdoor industry veteran Brad Potts as its new Director of Marketing, succeeding longtime marketing leader Lesley Christoph, who retires after 26 years of dedicated service to the brand.

Potts joins LOWA at a pivotal moment for the brand as it expands its North American presence and strengthens its collaboration with parent company Tecnica Group. In his new role, he will oversee brand strategy, marketing initiatives, consumer engagement, and go-to-market efforts across the U.S. market.

Before joining LOWA, Potts held leadership positions with Salomon North America, Jack Wolfskin Germany, and the Outdoor Industry Association, where he led initiatives spanning brand development, product launches, market expansion, and industry advocacy.

“Brad’s strategic vision and deep understanding of the outdoor consumer make him an exceptional addition to our leadership team,” added Taylor. “Backed by the strength and resources of Tecnica Group, we’re entering an exciting new phase for LOWA in North America, and Brad will play a key role in driving that momentum forward.”

Earlier this year, LOWA officially opened its new U.S. headquarters in Salt Lake City and continues to deepen collaboration with parent company Tecnica Group, whose portfolio includes industry-leading brands such as Nordica, Blizzard, Rollerblade®, Moon Boot®, and Tecnica. Together, these investments position the brand for continued growth, innovation, and expanded reach across the United States.

“LOWA has built an incredible reputation rooted in craftsmanship, performance, and authenticity,” said Potts. “I’m honored to join the team at such an exciting moment in the brand’s history and look forward to helping shape its next chapter of growth in North America.”

Potts succeeds longtime Director of Marketing Lesley Christoph, who retires after 26 years with the company. Throughout her tenure, Christoph helped establish LOWA as a leading premium outdoor footwear brand in North America and played an important role in the company’s growth and industry relationships.

“Lesley’s passion, leadership, and commitment to the LOWA brand have been extraordinary,” said Lance Taylor, General Manager of LOWA USA. “For more than two decades, she has been a driving force behind our success in North America, and we’re deeply grateful for the legacy she leaves behind.”

To learn more about LOWA USA and the latest brand news, visit us.lowa.com or contact Katie Richter at katie@darbycommunications.com.

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About LOWA

With over 100 years of hand-crafted European heritage, LOWA is a globally respected footwear brand located in Jetzendorf, in Upper Bavaria. Since 1923, LOWA has created premium outdoor boots and shoes featuring beautiful silhouettes, best-in-class quality, and proprietary technology. Its designers adeptly navigate the outdoor performance, trail running, lifestyle, and tactical categories, always nurturing brand integrity. LOWA is one of the only footwear brands to receive ISO 9001 status for the highest quality construction and process standards. LOWA certified tactical boots are also made to comply with the European Union’s PPE standards. For more information, visit www.us.lowa.com.

About Tecnica Group

A global leader in outdoor footwear and ski equipment, Tecnica Group boasts a portfolio of some of the industry’s most historic brands: Tecnica (ski boots and footwear), Nordica (skis and boots), Moon Boot® (footwear), LOWA (trekking and outdoor shoes), Blizzard (skis), and Rollerblade® (inline skates). Founded in 1963 by the Zanatta brothers, the company has been highly innovative from the very beginning, pioneering the first double-injection plastic ski boot that revolutionized the industry and creating iconic design products such as the legendary Moon Boot.

Today, Tecnica Group is an international company with 10 subsidiaries, along with more than 40 distribution partners, exporting to over 80 countries worldwide. The company employs 3,722 people, around 400 of whom are based in Italy, primarily at its headquarters in Giavera del Montello (Treviso). In 2017, the Zanatta family, still at the helm of the Group, opened the company to external capital with the entry of Italmobiliare as a minority shareholder. For more information, visit www.tecnicagroup.com.

Contact:

Katie Richter
Darby Communications
katie@darbycommunications.com