Key Takeaways:
- Lowa USA named Brad Potts Director of Marketing.
- Potts succeeds Lesley Christoph who is retiring.
Lowa USA has named Brad Potts as its new Director of Marketing, succeeding longtime marketing leader Lesley Christoph, who is retiring after 26 years with the brand.
Potts will oversee brand strategy, marketing initiatives, consumer engagement, and go-to-market efforts across the U.S. in his new role.
The appointment comes as Lowa expands its North American presence and deepens its collaboration with parent company Tecnica Group.
Lowa opened its new U.S. headquarters in Salt Lake City earlier this year following a relocation from Connecticut. The move was first announced in October 2025 under incoming General Manager Lance Taylor, who succeeded longtime U.S. GM Peter Sachs, and included plans to expand Lowa’s sales, marketing and digital teams in the new headquarters.
Before joining Lowa, Potts held leadership positions with Salomon North America, Jack Wolfskin Germany and the Outdoor Industry Association, where he led initiatives in 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,” Taylor said in a statement. “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.”
“Lowa has built an incredible reputation rooted in craftsmanship, performance and authenticity,” Potts said in a statement. “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.”
Christoph helped establish Lowa as a leading premium outdoor footwear brand in North America over the course of her tenure and played a key role in the company’s growth and industry relationships.
“Lesley’s passion, leadership and commitment to the Lowa brand have been extraordinary,” Taylor said. “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.”
Tecnica Group’s portfolio also includes Nordica, Blizzard, Rollerblade and Moon Boot.
