Continuing a trend of major running and outdoor brands opening their own retail locations in order to showcase and merchandise their extensive product lines all in one place, La Sportiva, maker of upscale mountain gear, recently opened its first premium retail store in the United States.

The new store is located at 2100 Broadway, which is the crossroads of Spruce and Broadway Streets in trendy Boulder, CO, and opened its doors to the public on January 2, 2024. The location features products from La Sportiva's entire collection, from climbing and running shoes to ski touring gear and premium apparel. 

"We are not just opening a store here; we are creating a hub for the outdoor community," explains Jonathan Lantz, president of La Sportiva North America. "Boulder is renowned for its amazing access to climbing, trail running, and backcountry skiing. This store is designed to be a gathering place for mountain athletes, where the local community can come together to share their passion, experiences and knowledge about the sports they love."

The Boulder store aims to be a community center, hosting events, workshops and group runs that celebrate the outdoor lifestyle — a place, according to the company, “where beginners can learn, experts can share and everyone can experience the quality and innovation that La Sportiva brings to the world of mountain sports.” 

This new location is part of a global brick-and-mortar strategy that aims to further integrate the brand into mountain towns across the world. The new Boulder store is La Sportiva’s first retail location in North America, adding to their current global retail presence of 12 stores located in the most iconic climbing and mountaineering towns in Europe. 

La Sportiva has had a presence in the front range of Colorado since 1990, with Boulder serving as the brand's second hub outside of the company's home base in the Ziano di Fiemme in the Italian Dolomites. The North American arm of the company started in Colorado as a distributor and has since deepened its relationship with the family-owned Italian brand. 

"As we expand into the U.S. market, we want to draw a throughline back to our history in the Dolomites and connect with communities that share our passion for the outdoors," says Lorenzo Delladio, president and CEO of La Sportiva. "Boulder has a rich history in the outdoor space and its populace shares our views on the importance of environmental responsibility. We believe this is the perfect location for us to connect with our customers on a deeper level. Our goal with this store is not just to sell product, but to give something back to this wonderful city that has given so much to our brand over the years."

A grand opening event is slated for this spring, with plans for a large celebration, bringing together La Sportiva's top athletes, national media and local outdoor enthusiasts.