Just three years after entering the mountain biking market, Teva announced last week it will exit the segment with existing models in production running through the end of 2014.
The decision was made shortly after Interbike in September, when the outdoor and lifestyle shoe brand showed up to the tradeshow with a reduced presence and only a rough prototype of a new Virgin mountain bike shoe, which will not be brought to market, a Teva spokesman told Outdoor Business Update. Last year’s introduction, the Pivot, received accolades from the mountain bike community and media, and Teva’s first introduction – the Links freeride shoe seen at the right – was considered one of the best on the market.
Teva offers three unisex performance styles (The Pivot, The Links and the Links Mid), and four lifestyle models (Freewheel for women and the Carbon, Roller Mesh and Crank for men). Teva will be fulfilling all orders already in the system and orders through 2014 until inventory is unavailable.
Teva PR Manager Jaime Eschette said most Teva bike shoe sales had been through teva.com and the brand was really just beginning to build its network of independent bike dealers, a number which they would not disclose.
Although Deckers replaced former president and category advocate Joel Heath shortly before Interbike, the brand said that change was not a part of the decision to exit the category.
Teva will also end sponsorship of its mountain bike athletes and competitions.
“For those that were close to the project internally, it did not come as a surprise,” said Eschette. “When we look at our plans and resources going into the coming year, we knew we had to focus in order to set-up our brand for success not only today but for the future for our team, our retail partners and our stakeholders.”
That focus will be on the 2014 launch of Teva’s Originals Collection, part of the company’s 30th anniversary celebration, rolling out three styles that are almost identical to the styles launched in 1984.
“Success can be measured in a multitude of ways,” concluded Eschette. “In many ways bike was successful for the brand. We were honored to receive the response we did from the industry, riders and, IBDs most recently, so this decision has less to do with what’s wrong but rather, how we can make the brand stronger through focus.”
