Lowa Boots, the manufacturer of outdoor footwear, reports “making significant strides in the trail running category” led by newly appointed Samuel Grill as global category manager for trail running, based at company headquarters in Jetzendorf, Germany, “reinforcing Lowa’s broader commitment to the international growing trail segment.”
Grill, a former competitive trail runner and triathlete, brings experience from both the performance and outdoor industries, most recently as a sales executive at Hoka.
In his new role, Grill will lead the strategic development of Lowa’s trail category, working across product, sales and marketing while also “deepening relationships with retail partners through tailored training and support initiatives,” the company said in a media release.
“The creation of this role and our presence at TrailCon are intentional steps in growing Lowa’s position in trail,” said Peter Sachs, general manager of Lowa Boots. “Trail running is not just a product category; it’s a culture. We’re investing in the people, partnerships, events, and infrastructure enabling us to support this dynamic community in meaningful ways.”
This year, Lowa introduced the trail-focused Madrix show, a stable, lightweight, and grippy performer built for varied terrain, and the Amplux 2, a lightweight trail running shoe designed for daily training, highlighting the brand’s “evolution and dedication to meeting the specific needs of trail athletes,” said Lowa.
TrailCon (US Trail Running Conference), presented by On, will take place June 24-25, 2025, at Palisades Tahoe in Olympic Valley, CA.
Images courtesy Lowa
