Thursday, 22 July 2021 08:44

LEKI moves into the future with a new brand identity

Written by

Press Release: After 33 years, LEKI, manufacturer of high-performance poles and gloves for skiing, trail running, trekking and Nordic Walking is unveiling a new logo as part of the company’s new brand identity that will be rolled out in 2022.

This development is a logical evolution for the brand with a focus on the essentials and an increasing awareness of the emotions LEKI conveys through real stories from the brand’s ambassadors, employees, and athletes.

LEKI is all about speed, control, comfort, safety, and the knowledge that you’re able to rely on your equipment. It’s a brand with a high level of diversity, catering for various activities, including trekking, trail running and skiing.

The new brand identity builds on values that have been deep rooted in the company for decades, with a continued focus on innovation and quality.  This dedication to innovation is evident with the launch of new products or changes to existing products with each season.  

Leki new brandingLEKI is committed to its partnerships and responsibilities.  Enthusiasm is at the core of the brand’s DNA with its products helping athletes perform to the best of their ability as well as making everyday outdoor activities more enjoyable.  This is shown through using inspirational taglines e.g. ‘Are you made for more?’. 

In line with the new brand identity comes the launch next summer of three new core technologies, including the newly developed Aergon Air for trekking, as well as Trail Shark, the first grip and strap system developed 100 per cent for trail running.  Then with sustainability in mind, LEKI has a new patented folding pole replacement system known as FX, which will allow customers to replace sections easily and quickly themselves when necessary.

This further brand development is the next step after years of international growth. Michael Brechtelsbauer, International Sales and Marketing Director, joins LEKI’s Management Board. Since May 2021 two Managing Directors, Matthias Hatt and Martin Rominger, have joined the management team for the first time without the participation of shareholders.

LEKI equips the world’s best athletes, mountain guides and alpine climbers. With over 1,000 brand ambassadors worldwide, they have a unique pool of product development experts.

LEKI has a clear vision for the future and a strong team ready to implement it.