Teva, a division of Deckers Outdoor Corp., has retained Backbone Media to manage its public relations.

Backbone will support Teva’s media communications, product placement, branded content and social media strategy.

“We chose Backbone after an extensive agency search process,” states Joel Heath, global marketing director for Teva. “Backbone possesses an intimate understanding of our brand and our marketplace. We’re confident they will be a strong strategic partner that will amplify Teva’s positive brand momentum.”

“Our team is honored and excited to work with a brand that is a true pioneer in the outdoor industry,” comments Backbone’s Penn Newhard. “Twenty-five years ago Teva launched an entirely new footwear category and it continues to be an industry leader and innovator today.”