June 24, 2026 – Salt Lake City, Utah – 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.
