The Spring/Summer 2027 collection marks the beginning of a new chapter for the brand identity, spanning logo, payoff, communication platform, and retail concept.
During its International Sales Meeting dedicated to the presentation of the Spring/Summer 2027 collection to the global sales network, La Sportiva unveiled the brand’s most significant evolution in decades: a new logo, alongside the debut of a new payoff, brand campaign, global communication platform, and an updated retail concept.
The evolution has been designed to accompany the brand towards its 100th anniversary — which La Sportiva will celebrate in 2028 — while preserving its core identity and strengthening its connection with the global mountain community. Rather than a break from the past, this is a natural progression: a project born from the desire to make the brand even more contemporary, recognizable, and relevant in an increasingly global and digital landscape, while staying true to its authenticity, roots, and technical DNA.
“The milestone of our centennial is an opportunity to design the next 100 years,” said Lorenzo Delladio, President and CEO of La Sportiva. “Continuity is not about standing still — it’s about evolving while remaining true to who you are. With this evolution, we want to look ahead with confidence, while staying deeply connected to our mountain culture, our community, and our vision of innovation.”
At the heart of this transformation is the new La Sportiva logo. The redesign stems from a process aimed at creating a more essential, recognizable, and contemporary visual language, while further strengthening the brand’s iconic identity. The mountain remains central: the Cimon della Pala, the brand’s historic symbol and a direct reference to the Val di Fiemme — the territory where La Sportiva was born and continues to grow.
The new mark has been developed to ensure greater visual clarity and improved adaptability across digital environments, reinforcing the brand’s iconic presence. The refreshed identity enhances La Sportiva’s signature yellow, emphasizes verticality, and introduces a more dynamic, technical, and contemporary typography designed to convey momentum, performance, and upward drive.
“This new logo reflects who we are today and where we’re heading,” commented Giulia Delladio, member of the fourth generation of the Delladio family. “We wanted to create an evolution without disruption — one that preserves our DNA while speaking to new generations of outdoor enthusiasts. The mountain remains our point of reference, our inspiration, and the core of our identity.”
The new communication platform, which will be gradually introduced starting from the Fall/Winter 2026 season, will extend across every brand touchpoint — from global campaigns to retail, digital, and packaging — with the goal of building a more cohesive, distinctive, and international brand language.
As part of this evolution, the retail concept will also be updated to physically translate the renewed identity into La Sportiva stores and retail spaces, strengthening the sense of community and the connection with the mountains.
The announcement of the new identity comes as part of a broader strategic evolution for the company, which also includes the strengthening of family governance and major production investments in Val di Fiemme. Among these is the expansion of the Ziano di Fiemme headquarters, scheduled to open in 2028, the year of the brand’s centennial. Through this evolution, La Sportiva reaffirms its commitment to continuing to innovate within the mountain and outdoor world while remaining deeply rooted in its heritage.
The brand evolution project was developed in collaboration with The Branding Letters, the Italy-based creative studio behind the new logo, and Mynt, the UK-based strategic and creative agency responsible for the campaign development and the new communication platform.
INFO: La Sportiva
