This year, Lowa is celebrating its 90th anniversary, culminating in a party on June 29 in Wendelstein, north of its head office at Jetzendorf and near Nuremberg. The celebrations already started in February with the delivery of a limited edition of women's shoes to retailers and to the company's concept stores, backed by special point-of-sale material. In March, Lowa launched a new travel and outdoor shoe, which is made in Portugal and available in eight different colors. Here again, the distribution partners were supported by special point-of-sale material, and were given footwear and shirts for their employees. In June, Lowa will be launching an anniversary edition of its best-selling ‘Renegade' shoe, this time with its old logo and some other historical details. More than 500 retailers participating in the promotion in Germany will receive point-of-sale material that will take the visitor on a journey through time. Five of them will receive an award for the most creative window. The winners will fill a coach with employees and clients and join in the festivities at the anniversary party on June 29.