Officially available at retail March 2012, Teva, a division of Deckers Outdoor Corporation, was re-launched in Japan this week with a special kick-off celebration in Roppongi, Tokyo.
“We're very excited to reintroduce Teva to the Japanese Market,” says Pete Worley, Teva Brand President. “Over the last five years, Teva has evolved into an innovative, youthful, year-round action-outdoor brand. We look forward to building a relationship with Japanese consumers, and helping them live great stories in the outdoors.”
The “Teva 2012 Launch Presentation” was the first commercial event to take place at Tokyo's state-of-the-art nightclub, Nicofarre. During the presentation attendees were surrounded by imagery and videos highlighting Teva athletes and the 2012 collection on a 360-degree LED monitor setup that covered the hall’s walls and ceiling.
Adding to the excitement of the evening, Teva made the announcement that Rafting Team TEIKEI will be joining Teva’s team of athletes. TEIKEI has won the Teva World Rafting Championships for the past two years despite talk that it would take 50 years for a Japanese team to become world champions. In the second half of the event legendary freeride mountain biker and Teva athlete, Jeff Lenosky, also made an appearance. The Links, a mountain bike shoe that Jeff has developed in collaboration with Teva, will go on sale in fall of 2012.
Teva will officially launch in Japan March 2012 through outdoor specialty stores, sports specialty stores, select shops and online at jp.teva.com.
“In Japan, there is great interest in the outdoors but the people are looking for something different,” says Deckers Japan General Manager, Teruki Ito “With the reintroduction of Teva to this region, we can bring to life what we call ‘action outdoors’ and revolutionize the outdoor space for the next generation.”