Teva, a division of Deckers Outdoor Corporation is focusing on the trail running category with a new trail specific running club and multi-channel marketing campaign.
The Teva Mountain Running Club is designed to create a community of trail runners seeking access to the latest Teva product offerings, training tips, trail racing schedules and trail locations. Club members will receive special promotional opportunities from Teva and be the first to test new product launched into the market.
“Since the introduction of the X-1 in Spring 2005, we have been gaining tremendous momentum with our running product. Teva has a rich heritage of constructing lightweight water-friendly footwear which, when combined with our knowledge of innovative fit systems and rubber technology, translates into fantastic trail running shoes. The Teva Running Club members will have the opportunity to provide their product insight which will be incorporated into the subsequent generations of our trail running footwear.” Chris Hillyer, Teva Technical PLM
Once a member of the Teva Mountain Running Club, members can get involved in a forum to exchange trail running stories and experiences. The site also offers numerous training tips and techniques for use on and off the trails with an on-line blog hosted by Teva Trail Running Ambassador Adam Chase.
“In light of the fact that most mountain runners tend to be somewhat reclusive, enjoying their sport for the dual purposes of communing with Nature and getting away from the background noise of everyday life, it is rare to find packs of off-road runners on a trail.” says Adam Chase “With its Mountain Running Club, Teva, an established supporter of mountain running, will generously serve as a nucleus around which such a community of mountain runners will grow; giving a voice to those who normally speak with their feet.”
Teva also continues to support the communities of trail runners with their 5th year as presenting sponsor of the US Mountian Running team.
“The Teva Mountain Running Club adds a new dimension to the support Teva has provided to the off-road running community.” Says Nancy Hobbs, Executive Director of AATRA (All American Trail Running Association) “Teva creates fresh ideas that respond to the needs of mountain runners from the beginner to the elite competitor giving each and every athlete an opportunity to experience leading edge technology first hand. Forming this new club represents a commitment to our sport and will significantly contribute to the growth of mountain running nationwide. Bravo!”
Consumers who join the Teva Mountain Running Club will receive a pair of Teva X-1 elite series trail shoes, a free issue of Trail Runner Magazine and several other items.