La Sportiva is gearing up for a big celebration of its 90th anniversary with a mega-event on May 23 in the city of Trento, which is said to be the Italian city with the highest number of people actively engaging in sports. A 20-meter boulder wall will be erected to let people try climbing and to watch a contest among experienced climbers. Leading up to the event, mountain-themed exhibits are being displayed in various Sportler stores in the city and the Muse Park, using archive images, emotional videos and original products used by climbing champions in their major exploits. The main event will be broadcast live on Facebook through the company's official channels. Visitors will be invited to post their comments, using the hashtag #TrentoLaSportiva.