At 10:30 AM on January 28, 2015, the "10th Anniversary in China" Brand Launch of LOWA was held on the Observation Deck on the third floor of the National Convention Center. This was also the first brand event of the ISPO BEIJING 2015 exhibition.
Werner Riethmann, President of the LOWA Brand
Huang Geng, Chairman of Nanjing Biancheng
With its high-end technology, exquisite craftsmanship, and top German quality, LOWA has continuously embedded its core brand value of "Quality from the Heart" in the hearts of consumers. Unknowingly, the LOWA brand has been in China for 10 years. At the 10th anniversary brand launch, Werner Riethmann, President of the LOWA brand, shared the journey LOWA has taken in China over the past decade with the attendees. Huang Geng, General Manager and Chairman of Nanjing Biancheng Sports Goods Co., Ltd., also recounted the story of LOWA China over these ten years and announced future development plans.
The highlight of the event was the appearance of the renowned Austrian mountaineer Gerlinde Kaltenbrunner. As the world’s first woman to summit all 14 peaks above 8,000 meters without supplemental oxygen, she is regarded as one of the best mountaineers in the world. Gerlinde Kaltenbrunner, a LOWA-sponsored mountaineer who has been named National Geographic Adventurer of the Year twice by the National Geographic Society, made her visit to China a major event in the outdoor community. Gerlinde shared her extraordinary oxygen-free climbing history with the attendees and talked about her experiences with LOWA outdoor footwear during her climbs.
At 6 PM, over 50 enthusiastic LOWA fans gathered at the 8000M Outdoor Sports Theme Restaurant in Beijing to continue an in-depth exchange with Gerlinde about her unforgettable K2 climbing experience. After the session, the LOWA fans took turns taking photos with their idol.
Fans holding the January 2015 issue of "Mountain Wilderness · China Outdoor" magazine asked Gerlinde for her autograph.
The past ten years of LOWA in China have coincided with a period of explosive growth in outdoor sports in the country. Together, we have witnessed the vigorous development of China’s outdoor sports. We look forward to LOWA products bringing better protection and a brighter future to our outdoor pursuits.