The Spring/Summer 2027 collection marks the beginning of an evolution of the brand’s identity, involving logo, payoff, communication, and retail concept.
Towards 100 years: La Sportiva renews its image
On the occasion of the International Sales Meeting dedicated to the presentation of the Spring/Summer 2027 collection to the international sales network, La Sportiva presented the most important transformation of the brand in recent decades: a new logo accompanied by the debut of payoff, brand campaign, global communication platform, and evolution of the retail format. 
A change designed to accompany the brand towards the milestone of 100 years, which La Sportiva will celebrate in 2028, maintaining its identity intact and strengthening its bond with the global mountain community. It is not a rupture, but a natural progression: a project born from the desire to make the brand even more contemporary, recognizable, and relevant in the global and digital context, while preserving its authenticity, roots, and technical vocation.
The new logo and communication platform
The renewed logo represents the heart of La Sportiva’s new identity: it stems from an updating process aimed at making its language more essential, recognizable, and current, while strengthening its iconic dimension. At the center remains the mountain: the Cimon della Pala, a historical symbol of the brand and a direct reference to Val di Fiemme, the territory where the brand was born and continues to develop.
The new symbol was developed with the aim of ensuring greater formal cleanliness and better applicability in a digital environment, accentuating the iconic strength of the brand. The new identity enhances the famous La Sportiva yellow, emphasizes verticality, and introduces a more dynamic, technical, and contemporary typography, designed to represent momentum, performance, and upward tension. 
“This new logo represents who we are today and where we are going”, commented Giulia Delladio, member of the fourth generation of the family. “We wanted to build a transformation without breaks, capable of preserving our DNA and at the same time engaging with the new generations of outdoor enthusiasts. The mountain remains our unit of measure, inspiration, and the center of our identity”.
The new communication platform, which will be introduced progressively starting from the Fall/Winter 2026 season, will involve all brand touchpoints, from global campaigns to retail, from digital to packaging, with the aim of building a more consistent, distinctive, and international language. In this context, even the retail format will evolve to physically translate the renewed identity in La Sportiva’s physical spaces and points of sale, strengthening the community experience and connection with the world of the mountain. 
The evolution of La Sportiva
The announcement of the new identity is part of a strategic phase of the company’s evolution, which also includes strengthening family governance and significant production investments in Val di Fiemme. Among these, the expansion of the Ziano di Fiemme building, whose inauguration is scheduled for 2028, the year of the brand’s centenary. La Sportiva reaffirms its commitment to continue innovating the mountain and outdoor world while remaining true to its roots.
The identity evolution project was developed in collaboration with The Branding Letters, a creative entity based in Italy, which curated the new logo, and with Mynt, a strategic and creative agency based in the United Kingdom, which oversaw the development of the campaign and the new communication platform.
