Teva Launches Global Marketing Campaign "Unfollow"
Leading Outdoor Brand launches biggest campaign to date behind new TevaSphere
GOLETA, Calif., March 4, 2013
GOLETA, Calif., March 4, 2013 /PRNewswire/ --Teva®, a leading outdoor brand
and division of Deckers Outdoor Corporation (NASDAQGS: DECK), is proud to
announce its biggest marketing launch to date. The new integrated marketing
campaign, "Unfollow", launches globally today supporting the debut of
TevaSphere footwear — a revolutionary 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
today 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
Accompanying the launch, Teva will introduce a social media contest on March
11^th 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 25^th 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
Deckers Outdoor Corporation strives to be a premier lifestyle marketer that
builds niche brands into global market leaders by designing and marketing
innovative, functional and fashion-oriented footwear developed for both high
performance outdoor activities and everyday casual lifestyle use. Teva®, UGG®
Australia, TSUBO®, Mozo®, Sanuk® and Ahnu® are registered trademarks of
Deckers Outdoor Corporation.
SOURCE Deckers Outdoor Corporation
Contact: Jaime Eschette, 805-967-7611 ext. 1178
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