Home / Knowledge / News / Apparel/Garments / Teva launches campaign for SS14 Originals Collection
Teva launches campaign for SS14 Originals Collection
27
Mar '14
Let the daydreams of traveling, long beach days and summer break planning begin; after a long winter, it's finally sandal season! Teva (a division of Deckers Outdoor Corporation) welcomes the spring season by celebrating the adventurous spirit with the global launch of a new integrated marketing campaign supporting its iconic Originals Collection.

"This campaign is built very differently than ones we've run in the past, in that it focuses entirely on engaging with our community," says Erika Brakken, Marketing Director. "It's no secret that consumers are sick of being advertised to, and that they crave connectivity.

"We didn't want to create a campaign that just adds to the noise that's out there. We wanted to start conversations with our community and join them in the places where they recharge and become inspired."

The brand's campaign will focus on a combination of experiential, digital and social activations that consumers will be able to engage with on their own terms. For starters, to stoke the excitement for the 2014 Bonnaroo Music & Arts Festival – of which Teva is a sponsor – the brand will host a conversation with fans around how to get #Ready2Roo, sharing tips on music festival fashion and camping.

Starting April 1 on Bonnaroo's website, The Fountain, fans will be able to share fun photos, along with helpful "hacks" for ways to have the best possible experience at the festival.

The brand's promotions and targeted influencer outreach will make The Fountain the go-to spot for pre-festival excitement. Likewise, Teva will sponsor additional curated discussions around perennial summer themes, such as festivals and travel, through partnerships with premier outlets like Refinery29 and Complex Media. Plans for this highly integrated social and digital media strategy are being carried out in partnership with the brand's new agency, Heat, out of San Francisco.

"These platforms will not only allow a two-way conversation with consumers, they'll enable consumers to embrace the adventurous spirit within themselves," says, Lucas Martinez, Originals Marketing Manager. "Through promotions with experiential prizes – from VIP trips to summer festivals to life changing excursions around the world – Teva will facilitate and encourage adventure and spontaneity within its community."

Kicking off the conversations, on April 2nd, Teva will host a special media invite-only evening at STORY, a progressive, gallery-styled retail space in New York City. Guests will have an opportunity to engage with the collection in three unique landscapes, creating their own #OriginalStyle, and they'll get a first peek at some of the coming exclusive collaborations set for release later this summer. 

Teva


Must ReadView All

Two slabs of GST will affect Bengaluru garment units: SIGA

Apparel/Garments | On 23rd Jan 2018

Two slabs of GST will affect Bengaluru garment units: SIGA

The South India Garment Association (SIGA) has voiced its concern...

US FTC updates textile rules to drop obsolete requirement

Textiles | On 23rd Jan 2018

US FTC updates textile rules to drop obsolete requirement

The US Federal Trade Commission has eliminated an obsolete provision...

Indian textile industry at inflection point: Report

Textiles | On 23rd Jan 2018

Indian textile industry at inflection point: Report

The textile and apparel sector of India is at an inflection point...

Interviews View All

Awen Delaval
Samatoa

'Natural fibres are appreciated for traditional authenticity'

Manfred Mentges
Sedo Treepoint GmbH

We see a higher demand in colour management systems, as customers see big...

Akash Khetan
Narayan Tex Fab

I find it hard to find professionals in Surat

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

January 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.1%
No
13.4%
Skip
17.5%

Total Votes: 97

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.9%
No
28.9%
Skip
7.2%

Total Votes: 97

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.6%
No
9.3%
Skip
3.1%

Total Votes: 97

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
8.2%
Skip
9.3%

Total Votes: 97


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search