As any good practitioner knows, PR can be a long game. That goes for long-awaited product or brand story coverage, but it can also apply to courting and securing clients.
Darby Comm’s journey with LOWA Boots began nearly seven years ago, when the legendary footwear brand announced it was seeking a new agency of record. After submitting a proposal and going through multiple meetings, both virtual and in-person, our agency was not selected. Naturally, we were disappointed, but we maintained a positive relationship with the brand and were happy to follow its success. Fast forward to early 2026, and imagine our delight when we heard from the LOWA team once again. We didn’t hesitate to throw our hat in the ring, especially knowing how much we’ve evolved as an agency over the past several years. Today, we’re thrilled to share that we’ve been selected as LOWA’s PR agency of record and will be leading their PR and media relations efforts moving forward.
Who is LOWA?
LOWA has been crafting premium outdoor boots and shoes since 1923, blending outstanding quality and fit through innovative design and proprietary technology. Today, the brand is the market leader in Germany, Austria, and Switzerland, producing more than three million pairs of shoes annually.
Building on its heritage and alpine roots, LOWA continues to evolve alongside today’s outdoor consumer, investing in innovation to deliver more modern fits, lightweight materials, and performance-driven designs.
From rugged mountaineering boots to fast-moving trail running shoes, LOWA is committed to expanding beyond its traditional strongholds while maintaining the craftsmanship and reliability it’s known for.
The Partnership
Through this strategic partnership, the Darby Comm team will leverage our extensive industry expertise and network of media partners to amplify LOWA’s awareness among new audiences and build brand affinity among repeat customers. We’ll focus on securing impactful media coverage, crafting compelling brand stories, building social proof through creator relationships, and driving engagement around LOWA’s superior craftsmanship, from best-sellers like the RENEGADE GTX MID to new innovative offerings like the SKYTERRA.
“LOWA is entering an exciting moment of evolution, building on more than a century of craftsmanship while innovating for today’s outdoor consumer. We selected Darby Communications as a strategic PR partner because of their deep-rooted expertise in the industries we serve, paired with a modern approach to media relations. Their decades of experience and innovative perspective will help us elevate our brand voice and expand our reach to new audiences in the US market.” Lesley Christoph, Director of Marketing at LOWA
Interested in learning more about LOWA and its products?