Teva Launches Global Marketing Campaign “Unfollow”
OutdoorHub 03.05.13
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 www.teva.com/tevasphere
Accompanying the launch, Teva will introduce a social media contest on March 11th 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 25th 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.
