Teva, which is owned by Deckers Outdoor, announced its biggest marketing launch to date. The new integrated marketing campaign, “Unfollow,” launches globally supporting the debut of TevaSphere footwear – a collection of outdoor cross-trainers built with a first-of-its-kind spherical heel and pod-arch system.
“TevaSphere is an example of how breaking from convention leads to innovation,” says Global Marketing Director Erika Brakken. “This campaign celebrates nonconformity by encouraging us all to take the lead, to choose adventure over routine, and discover how rewarding the unbeaten path can be. In short, to unfollow.”
Premiering across global channels, the “Unfollow” campaign launched online March 4 with a one minute commercial that is a fast-paced musical montage of visual metaphors that embrace and celebrate TevaSphere’s “Unfollow” philosophy. Unfollow is best understood as a choice to pursue an approach that differs from the norm, in search of a better, more compelling experience. The campaign is supported with digital media and print ads that will appear in outlets such as Outside Magazine and Men’s Journal. Other elements include social, mobile, retail and an interactive product experience at www.teva.com/tevasphere
Accompanying the launch, Teva will introduce a social media contest on March 11th to solicit images from their community via Instagram, Facebook and Twitter that capture what it means for them to #unfollow. One lucky US eligible winner will be announced in April. The winner will be awarded cash to take the ultimate unfollow trip of their dreams.
The Tevasphere collection debuts in 17 countries worldwide through premier retail partners including Kathmandu in Australia and New Zealand, and Cotswolds in the United Kingdom. In the United States, Teva will be kicking off a retail promotion starting March 25th that encourages consumers to be active in the outdoors. For every pair of shoes sold at key retail accounts, Teva will give each customer a free one-month membership to an outdoor fitness class in their area. Retail partners include Paragon Sports in New York City, select Sport Chalet stores in Los Angeles and City Sports in Boston.
Innovative Technology for Outdoor Fitness
Since Teva pioneered the first sport-sandal category nearly 30 years ago, the brand has repeatedly challenged the status quo, according to Teva Brand President Joel Heath. “With TevaSphere, we set out to create a footwear revolution by ignoring what the industry was doing. Instead of trying to change how people move, we created a first-of-its kind technology that enhances everyone’s natural stride.”
With a first-of-its-kind spherical heel and pod-arch system that was four years in the making, the lightweight TevaSphere collection is able to deliver the natural lightness and performance benefits of a minimalist footwear platform, with the support of a stability cross-trainer shoe. This unique technology delivers a more natural point of impact, efficient transition and superior stability on varied terrain.
The TevaSphere design stands in stark contrast to bulkier, squared-off heels and over-cushioned insoles of other athletic shoes. It also addresses the poor support found in “minimalist” footwear that encourages consumers to change their stride to adapt. The eye-catching design aesthetic of the TevaSphere collection transitions easily from the trail to the street. Structural minimalism, non-sew synthetics, flexible mesh and vibrant colorways define the versatile looks for the spring 2013 line.
TevaSphere debuts this month in styles for men and women, including Tevasphere Speed, Tevasphere Trail eVent and Tevasphere Mid eVent (for select international markets) versions. The suggested retail price ranges from $120 – $140.00 (U.S.).
Learn more about TevaSphere at www.teva.com/tevasphere. Watch the #unfollow campaign on Teva’s YouTube Channel including the first installment of #unfollow, meet the Tevasphere designer, Tevasphere technology and more.
