Lowa Reboots: German Footwear Giant Unveils New “Un-Compass” Identity for Global Growth

For the first time since the 1990s, outdoor footwear powerhouse Lowa is changing its look. The Jetzendorf-based specialist has officially pulled the curtain back on a comprehensive brand overhaul, revamping everything from its visual design to its core linguistic identity.

Developed in partnership with the prestigious London-based brand consultancy Wolff Olins, the new identity marks a shift from the company’s traditional technical focus toward a more emotive, personal philosophy of exploration.

The "Un-Compass" and a Modernized Wordmark

The most striking change is the introduction of the "Un-Compass," a newly interpreted brand symbol. Unlike a traditional compass that dictates a specific northern heading, the "Un-Compass" is designed to represent the "enabling of individual paths" rather than prescribing a fixed direction.

Accompanying the symbol is a modernized version of the classic Lowa wordmark—which had remained largely unchanged for over 30 years—and the new tagline: "Go find out."

A Philosophy of Freedom

Lowa leadership suggests the rebrand is an attempt to reclaim the "soul" of outdoor recreation.

“The outdoors was originally a space for diversity and personal freedom,” says Alexander Nicolai, General Manager of Operations. “We want to emphasize this openness more strongly with the new brand positioning.”

Ulf Michels, Lowa’s Head of Marketing, echoed this sentiment, noting that the "Go find out" slogan is designed to place the "personal outdoor experience" at the center of the brand’s universe, moving away from a purely product-centric narrative.

Strategy: Beyond the Alps

The rebranding isn't just a cosmetic exercise; it is the launchpad for an aggressive international expansion strategy. Lowa is setting its sights on two primary goals:

• Global Markets: Increasing market share in North America and the Asia-Pacific (APAC) region.

• Category Expansion: Diversifying beyond heavy trekking boots into high-growth segments:

  • Trail Running

  • Light Hiking

  • Urban Lifestyle

  • Rollout Timeline

Retailers and industry partners will get their first hands-on look at the new branding during the FS27 (Spring/Summer 2027) pre-order season, where it will be featured prominently at trade fairs and launch events.

For the general public, the new identity will begin appearing on shelves and in digital spaces during the fourth quarter of 2026.

With Lowa moving into the trail running and lifestyle spaces, do you think they can successfully challenge the "cool factor" of brands like Hoka or Salomon, or should they stick to their heavy-duty mountain heritage?