La Sportiva N.A. Appoints Backbone Media to Lead Public Relations

La Sportiva N.A. has selected Backbone Media of Carbondale, Colorado to manage its public relations efforts.
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La Sportiva N.A., makers of versatile technical climbing, mountaineering, Mountain Running® and hiking footwear, has selected Backbone Media of Carbondale, Colorado to manage its public relations efforts.

Since its inception in 1928, La Sportiva has remained a family run business under the guidance of four generations of Italian cobblers. Now celebrating its 80th anniversary, La Sportiva relies on its strong mountain heritage to produce the best technical footwear to explore the outdoors.

“Backbone Media is a great fit with our brand,” says Laura Fryer, La Sportiva N.A.'s Marketing Manager. “Backbone offers a thorough understanding of our markets, fresh creativity, and the ability to leverage synergies with the other brands they represent in the outdoor industry.”

New for the 2009 hiking line, La Sportiva is launching its Flex Control Series. Flex Control technology is designed to allow maximum energy transfer and comfort, while providing support and cushioning on diverse terrain. This system, in conjunction with the Vibram® River impact Brake System™outsole, allows for an extremely athletic, stable and responsive product.

Backbone Media's Penn Newhard comments, “La Sportiva is a brand with a strong reputation that delivers pinnacle products year after year. We look forward to building upon La Sportiva's rich climbing roots and expanding its exposure as an emerging force in the general hiking and trail running markets.”

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