SALEWA Brand Announces Rebranding That Underscores Values, And Mountaineering Spirit

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Boulder, Co - Salewa North America, the fastest growing brand in technical, mountain, and casual footwear, is pleased to announce a new logo. A global rebrand is a milestone in SALEWA’s company history. Even the grand opening of the new headquarters in 2011 heralded what has now been crowned a new brand trademark. Just as this futuristic building does, so too will the global brand relaunch convey to the world the essential brand values of the company: functional design, Alpine heritage, and excellence in execution.

“South Tyrol is more than just a location. It is also the home of the brand. Here, you can experience all facets of mountain sports. Thus, it is an ideal place for the development of our brand,” says CEO Massimo Baratto.

It is distinctive in the sports industry: The powerful, majestic eagle with the bold SALEWA name underneath. Now, however, the time is ripe for an evolution in 2014. SALEWA is taking an essential step and is updating the well-known trademark. What began four and a half years ago with just an idea has resulted in a modern, attractive logo in partnership with international designers. The logo was trademarked in December 2012. In May 2014, its official presentation took take place at a launch event at Austria’s Lake Wolfgang. Subsequently, it will be unveiled to the trade at both the OutDoor fair in Friedrichshafen, Germany, and at the Outdoor Retailer show in Salt Lake City.

Since its founding in 1935, the brand has been closely linked with alpinism, its evolution and its history. From the beginning, this passion for mountain sports was the driving force and the inspiration for the development of innovative products that guided mountaineers safely and effectively to their goals. Today, nothing has changed. “We are committed to transforming this strength and experience into innovative products that accompany mountain athletes around the world. As a brand, we are ready and prepared to rise up to the challenge globally. This too includes the careful, value-based selection of our partners. Our strong Alpine heritage is a solid foundation. Today, we are looking at an exciting future. The relaunch of our brand identity is a key event along the way,” says Massimo Baratto.

“Our new corporate identity goes far beyond a new logo,” says Marketing Director Maurizio Priano. The new logo, which will be introduced with the marketing campaign for the 2015 summer collection, runs under the slogan, “get vertical.” “The campaign is intended to inspire our customers to step out of their comfort zones, to take on new challenges”, says Priano.

This campaign has been holistically and universally constructed. It is the communication platform for our longstanding partnerships with notable international mountain sports institutions and mountain guide associations.

The North American headquarters is the wholly-owned subsidiary of Salewa International, based in Bolzano, Italy. Salewa International is a family-owned Italian-based business with operations around the world. The North American business runs the USA/Canada sales, operations, marketing, distribution, and service for the premier alpine brand Salewa (based in Bolzano, Italy), and two of the world’s preeminent backcountry ski brands, Dynafit (based in Munich, Germany), and Pomoca (based in Aubonne, Switzerland).

Press Contacts:

Eric Henderson
Phone 303.444.0446
Mobile 307.690.2984