Innovative footwear launched with spectacular campaign
The leading outdoor brand and division of American Deckers Outdoor Corporation recently launched its biggest ever marketing campaign for its revolutionary collection of outdoor cross-trainers build with a first-of-its-kind spherical heel and pod-arch system
The campaign under the motto “Unfollow” supports the debut of TevaSphere footwear and Marketing Director Erika Brakken is convinced that this campaign celebrates nonconformity by encouraging us all to take the lead, to choose adventure over routine, and to discover hao rewaring the unbeaten path can be, in short to unfollow.
Across global channels the “Unfollow” campaign launched in March started with a one minute commercial that is a fast-paced musical montage of visual metaphors that embrace and celebrate TevaSpher’s “Unfollow” philosophy. It 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 interactive product experience.
Accompanying the launch, Teva has introduced a social media contes to solicit images from their community via Instragram, Facebook and Twitter that capture what it means fro them to unfolloow. The lucky US eligible winner is going to be announced during April and will be awarded the 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 Great Britain. In the US a retail promotion has started on March 25 encouraging consumers to be active in the outdoors. For every pair of shoes sold at key retail accounts, Teva will provide each US customer with a fee 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.
Nearly 30 years ago, when Teva pioneered the first sport-sandal category, the brand has repeatedly challenged the status quo and now it is instead of trying to change how people move, it created a first-of-its-kind technology that enhances everyone’s natural stride. After four years of research the result was a first-of-its-kind spherical heel and pod-arch system. The lightweight TevaSphere collection delivers 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 ey-catching design aesthetic of the collection transitions easily from the trail to the street. Structural minimalism, non-sew synthetics, flexible mesh and vibrant colour define the versatile looks for the spring 2013 line. It debuts with styles for men and women, including TevaSphere Speed, TevaSphere Trail eVent and TeaSphere Mid eVent (for select international markets).
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