Outdoor Brand LOWA Teams Up with Miriam and Felix Neureuther to Get Kids Moving

In an effort to tackle increasingly sedentary lifestyles among youth, mountain boot manufacturer LOWA has joined forces with former winter sports superstars Miriam and Felix Neureuther. The collaboration pairs LOWA’s outdoor footwear expertise with the couple’s sports initiative, "Move Smart!", creating a new campaign designed to spark a love for outdoor adventure in the next generation.

At the center of the campaign is the newly launched Fauli GTX, a children’s outdoor shoe jointly developed by LOWA and the Neureuthers. Beyond introducing a new footwear line, the partnership directly addresses a growing health concern: a significant portion of children currently fail to meet the World Health Organization’s (WHO) recommendation of at least 60 minutes of daily physical activity.

“With LOWA, we share the vision of getting children outdoors more often and showing them how much joy there is in being active,” says Felix Neureuther, former World Championship ski racer.

The initiative aims to turn the routine task of shoe shopping into an active experience. LOWA is introducing interactive retail elements, including child-friendly movement mats, activity challenges, and educational materials designed to engage families directly on the shop floor.

“The collaboration with Miriam and Felix Neureuther combines our product expertise with a strong focus on movement,” explains Marco Pirani, General Manager Commercial at LOWA. “For retailers, we are creating an experience that goes far beyond simply buying shoes and will inspire families in a lasting way.”

The campaign is launching exclusively through specialist retailer Sport 2000 across Germany, Austria, and Switzerland. The retail group sees the partnership as an opportunity to combine expert in-store advice with a meaningful community initiative.

“Inspiring children to embrace movement and sport is a task that is particularly close to our hearts,” says Irina Andorfer, Managing Director of Sport 2000 Austria. “With this exclusive cooperation, we are combining a high-quality product, personal advice, and playful movement directly in our stores.”

By offering hands-on movement incentives where families shop, LOWA, the Neureuthers, and Sport 2000 hope to give parents simple, engaging tools to get their kids active—one step at a time.