BACKBONE MEDIA AMPLIFIES ACTIVE LIFESTYLE BRANDS TO EXPAND THEIR COMMUNITIES AND CULTIVATE LASTING CONNECTIONS   

BACKBONE MEDIA AMPLIFIES ACTIVE LIFESTYLE BRANDS TO EXPAND THEIR COMMUNITIES AND CULTIVATE LASTING CONNECTIONS

 

La Sportiva Celebrates 90th Anniversary in 2018

La Sportiva Celebrates 90th Anniversary in 2018

(BOULDER, Colo.) – 2018 marks a monumental year for La Sportiva as the brand celebrates in 90th Anniversary. Founded by Narciso Delladio in 1928 in the Dolomites of Italy, the brand is still family-owned by the Delladio family. Widely recognized around the world, La Sportiva is a leader in mountaineering, technical climbing, Mountain Running® and hiking footwear as well as ski mountaineering hardware and apparel. 2018 will include numerous events and campaigns to mark the anniversary, celebrate the brand’s heritage, and look forward to its strength in future years.

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“It’s an honor to help the Delladio family celebrate the brand’s 90th anniversary here in North America,” said Jonathan Lantz, president of La Sportiva North America. “We have several things planned throughout the year that will not only celebrate the brand but demonstrate to our fans and customers that our best is yet to come. While it’s fun to celebrate and reminisce about the many great things that have happened in our first 90 years, La Sportiva is relentlessly forward-looking and there’s no question that our best days are ahead of us.”

La Sportiva will formally celebrate with a party on May 23 in Trento, Italy, just down the road from the global headquarters in Val di Fiemme during the brand’s international sales meeting. Here in the United States, an exclusive VIP party in Denver during the Outdoor Retailer Summer Market tradeshow in July 2018. A limited-edition coffee table book will also be published sharing some of the brand’s most notable moments through the years including first ascents by La Sportiva athletes, the creation of iconic products, and stories that make the brand what it is.

Beginning in early 2018, La Sportiva will run an advertising campaign featuring a “Tintype” photography style. The large format camera and associated photographic process was commonly used from 1860-1940 and produces beautiful one-of-a-kind images. La Sportiva has created unique portraits of the brands top athletes and iconic products using the Tintype method that will run in endemic print publications throughout the year. Visually stunning, the fine art images will be remembered for a long time to come. In addition, a behind-the-scenes video of the making of the images is available here: https://www.youtube.com/watch?v=kwgCKgHOJZY&t

Lastly, a unique 90th anniversary logo is already in use across the numerous La Sportiva channels and will be throughout the year. Each Thursday throughout the year, for the popular #TBT on Instagram and Facebook, La Sportiva will look back to famous climbs, notable summits, famous athletes, and keystone products so be sure to follow those. 2018 will prove to be an important year for La Sportiva and we look forward to sharing it with you throughout the year.

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