West Lebanon, NH. -- From 0 to 8000 meters, Tecnica's spring 2003 outdoor footwear product collection can get you there.

The company, which has added to all its existing product categories and introduced three new product categories, is introducing a new brand campaign, called 20:1 for the spring 2003 season.

"This campaign emphasizes the actual path to accomplishment in outdoor adventure: training. In working with our athletes, the quantity of training shoes we supply far outnumbers the mountaineering or other specialty shoes required by these over-achievers," said Kevin Dixon, director of product management and marketing for Tecnica. "Our product development sessions revealed that our athlete's were spending about 20 days in trail running or outdoor cross training shoes for every day at high altitude in our mountaineering boots - hence, the 20:1 tag line."

Dixon said the goal of the campaign is two-fold: to highlight the training aspect of high stakes mountaineering; and, to communicate Tecnica's mountaineering heritage that provides the foundation of technical innovation and design in the training segment. Tecnica has produced high performance alpine ski & mountaineering boots since 1936.

To further product innovation and performance, Tecnica has teamed with two of the world's most renowned climbers, Carlos Buhler and Sue Nott, who will serve as technical advisors while being featured in the new 20:1 campaign. "Carlos and Sue are perfect examples of our 20:1 positioning," said Dixon. "Carlos & Sue evoke an outdoor athletic lifestyle that complements their accomplishments in high stakes mountaineering."

The 20:1 campaign is a logical extension of major changes in Tecnica's entire product line over the past year. Innovation is the common theme for all categories. Tecnica's Spring 2003 collection includes seven outdoor product segments as follows:

* Mountaineering - Built for high altitude climbing, glacier crossing and winter climbing, boots in this collection are crampon compatible and feature stiff midsoles for ice-climbing. The new T-Rock series features material innovations including a new Nylon-waffle midsole and a carbon-composite footbed which provides superior support at minimum weight. The T-Rock Thermal model features Primaloft® Insulation and weighs-in at a mere 2 lbs 5.8 oz (1.075 Kg) each. MSRP priced from $240.00 to $340.00.

* Backpacking - A staple of the Tecnica collection since it's inception, this category includes several new offerings including the Delta GTX. MSRP priced from $110.00 to $200.00.

* Packable - The newest innovation from Tecnica, this category features packable shoes that fit into your backpack using a minimum of space. The Ledra does double-duty as an approach shoe that converts into a camp shoe through easing of a heel support mechanism - the shoe compresses for easy storage. The PacMoc is a before/after sport model that compresses and connects at heel/toe and is offered with it's own storage bag. MSRP priced from $50.00 to $60.00.

* FastPack - Built for speed with enough support for light packs, this collection, which includes hi and low cuts, includes many Gore-Tex models, ideal for light packing, day hiking and multi-sport activities. MSRP priced from $100.00 to $160.00.

* Outdoor XT - The sport utility collection, this segment is built for those who want a boot for multiple outdoor activities: light packing, fast hiking and rugged trail running. Outdoor XT includes waterproof offerings in mid and low cut profiles. MSRP priced from $70.00 to $100.00.

* Terrain Running - Tecnica refers to the outdoor running segment as Terrain Running. If you're in rough terrain on real trails, you need a Terrain runner. Tecnica takes support and protective elements from our hiking experience and creates a shoe that can withstand the scree, limbs, rocks, and trail debris that trail runners encounter. MSRP priced from $70.00 for the light trail Tribex to $115.00 for the hybrid-cut Vario GTX Gore-Tex® model.

* Amphib - Tecnica follows the success of last season's Shandal with a Spring'03 update called the Shandal II. The Shandal II features a dual variable strapping system that accommodates paddlesport booties and is ideal for portaging, or any amphibian activity. Tecnica also offers three performance sandal models for Spring 2003. MSRP priced from $30.00 to $70.00.

Tecnica, an Italian based maker quality high-end outdoor performance footwear, has been making footwear in Montebelluna, Italy for over 50 years. Today, the brand, with offices in West Lebanon, N.H., produces over 1 million pairs of boots and shoes a year for alpine skiing, mountaineering, backpacking and trekking. For more information log on to www.tecnicausa.com

— Posted by Ari Cheren, MountainZone.com Gear Editor