Teva is launching a massive global marketing campaign called “Unfollow” to promote its new TevaSphere footwear, outdoor cross-trainers that use a pod-arch system and a spherical heel that is the first of its kind. The campaign, which was launched on March 4, promotes the shoe's uniqueness by encouraging consumers to forge their own paths – not to follow someone else's. Ads will run in the digital media as well as print, in such publications as Outside magazine and Men's Journal. An interactive product experience is available at www.teva.com/tevasphere. The launch also includes a contest that started March 11 for followers to submit images with the hashtag #unfollow at Teva's Instagram, Facebook and Twitter accounts. One winner will receive cash to take an “unfollow” vacation. Retail partners for the campaign include Kathmandu in Australia and New Zealand and Cotswolds in the U.K. In the U.S., key retailers are participating in a promotion giving each customer a free one-month membership to an outdoor fitness class in their area. Teva, which is owned by Deckers Outdoor, says that the TevaSphere combines the lightweight performance of minimalist shoes with the support and stability of a traditional cross-trainer. The various TevaSphere styles debut this month at retail prices from $120 to $140.

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