Despite market uncertainties, AKU closed 2024 with a turnover of €22.5 million, achieving positive results in line with the strong growth already recorded in 2023. In a general climate of caution and concern, the Montebelluna-based brand reaffirms its confidence in the market outlook by investing not only in the traditional outdoor market but also in a new growth frontier: the professional sector. This includes new offerings in the Workwear, Military and Blue Light/Emergency Services segments.

Production remains a priority for the brand, with the majority still taking place at AKU-owned facilities in Montebelluna (Italy) and Cluj Napoca (Romania), where the brand's top-tier models for mountaineering, trekking, hunting, and most professional footwear are manufactured.

THE NEW GRAPHIC IDENTITY

Minimalist. Monochromatic. Contemporary. Authentic.

The new AKU logo expresses a refreshed visual identity designed to communicate the brand’s evolutionary journey while preserving the essence of a company that has built lasting trust in the market by focusing on authenticity—both in product integrity and brand communication.

THE PAYOFF: “EMBRACE THE OUTDOOR”

For AKU, embracing the outdoors means approaching it with enthusiasm and awareness of its value—welcoming all forms of outdoor experience, from the challenge of the highest peaks to the tranquility of a forest walk or daily work surrounded by nature. The new payoff invites us to rediscover an authentic connection with the environment, rooted in respect and awareness. It’s a call to reconnect with what truly matters: nature, ourselves, and our sense of belonging to something greater. In essence, it expresses the soul of AKU and of all who share its inspiration.

THE SYMBOL

 To complete its new visual identity, AKU has also developed a new symbol—a “signature” that alone expresses the word AKU and its deeper meanings. The design captures the encounter between humans and nature: a stylized “A” in which a human figure moves toward a mountain that welcomes them. A visual embrace that represents the essence of AKU and its deep connection with the outdoors.

IMPACT ON PRODUCTS

The new AKU logo plays a key role when applied to the product line, affecting both seasonal novelties and carryover models. The desired outcome is greater brand visibility and stronger communication impact, helping to “raise the volume,” particularly on the sportier models in the fast-hiking category. At the same time, the entire collection reflects a careful balance between past and present—maintaining stylistic continuity with the brand’s identity while embracing innovation.

THE NEW SS26 COLLECTION

‘Design to perform and Design to reduce’: these are the guiding principles behind AKU’s approach to the SS26 collection, which will be officially presented to the UK market at OTS this June.

The collection expands and deepens the brand’s offerings in the mountaineering, hiking, and fast-hiking segments, introducing the BOA SYSTEM technology in select high-performance models. Environmental impact remains a priority, with a new model showcasing design solutions that incorporate the reuse of production surplus and reduce overall consumption.

IMPACT ON COMMUNICATION

From a marketing perspective, the new logo triggered a comprehensive restyling of the brand’s visual language, supported by a complete set of tools to present and highlight the importance of this communication project. One major initiative is the launch of a strategic communication platform called the Footwear Dealer Academy, which emphasises the importance of professional training for AKU’s sales force and retail partners—a crucial factor for strengthening the brand’s value and deepening relationships with specialised outdoor footwear retailers. 

THE BORMIO MEETING

The rebranding project was officially unveiled in Bormio in April during the International Sales Meeting SS26, held against the stunning backdrop of the Rhaetian Alps.  Three days of work and immersive experiences in the natural and cultural heritage of the Valtellina mountains brought together the company’s entire commercial network, representing 20 countries across Europe, Asia, and Oceania—including the addition of a new distributor from New Zealand.  More than 70 participants enthusiastically welcomed the company’s renewal effort, aimed at boosting the collection’s commercial potential, expanding distribution, and strengthening brand awareness.