Lowa USA Taps Brad Potts as Marketing Director

Lowa USA has appointed Brad Potts, who previously held roles at Salomon North America, Jack Wolfskin Germany and Outdoor Industry Association (OIA), as director of marketing, succeeding Lesley Christoph, who retires after 26 years with the brand.

Potts was most recently the senior director of marketing and product strategy at OIA for just over a year. He was the director of brand and content creation at Jack Wolfskin from June 2022 to August 2024. Potts was the senior manager of Salomon North America from February 2000 to August 2007. At those organizations, Potts was said to have “led initiatives spanning brand development, product launches, market expansion, and industry advocacy,” according to Lowa.

His hiring comes as Lowa seeks to expand its North American presence and strengthen its collaboration with parent Tecnica Group, as evidenced by Lowa’s move of its U.S. headquarters from Connecticut to Tecnica’s U.S. base in Salt Lake City, UT. Technica Group’s other brands include Tecnica, Nordica, Blizzard, Moon Boot, and Rollerblade.

In his new role, Potts will oversee brand strategy, marketing initiatives, consumer engagement, and go-to-market efforts across the U.S. market.

“Brad’s strategic vision and deep understanding of the outdoor consumer make him an exceptional addition to our leadership team,” said Lance Taylor, general manager of Lowa USA. “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.”

“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.”

Lowa also credited Christoph with helping establish Lowa in North America. Taylor said, “Lesley’s passion, leadership, and commitment to the Lowa brand have been extraordinary. 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.”