Teva Launches ‘For Playground Earth’ Campaign to Inspire Outdoor Adventure and Nature Preservation
Teva, a renowned name in sport sandals and outdoor footwear, has introduced an exciting global campaign titled “For Playground Earth.” This initiative reflects Teva’s ongoing commitment to creating top-tier footwear for trail running, water activities, and camping, while inspiring people worldwide to embrace adventure, exploration, and nature preservation.
Multimedia Approach of “For Playground Earth”
The “For Playground Earth” campaign leverages a dynamic multimedia strategy to connect with outdoor enthusiasts. Featuring stunning imagery and compelling video content, the campaign spans multiple platforms, including digital retail, owned media, out-of-home advertising, and paid social media across all major channels. This broad-reaching approach ensures Teva’s message of outdoor enjoyment and environmental care resonates with a diverse audience.
Bureau of Adventure: Ambassadors and Athletes
A standout feature of the campaign is the launch of the Bureau of Adventure, a collective of accomplished ambassadors and athletes tasked with testing Teva’s latest products and championing the brand’s mission. This team includes:
- Ultrarunners Mike Wardian and Erin Ton
- Professional kayakers Dane Jackson and Evy Liebfarth
- Fly fisherwoman Shyanne Orvis
These individuals will road-test new outdoor footwear designs, ensuring they meet the demands of rugged terrains and waterscapes, while amplifying Teva’s dedication to exploration and nature preservation.
Innovative Footwear for Spring/Summer
Alongside the campaign, Teva is rolling out an impressive lineup of spring/summer footwear, blending innovation with a nod to its heritage. Since introducing the original sport sandal in 1984 under founder Mark Thatcher, Teva has evolved its offerings to meet modern needs. Highlights of the new collection include:
- Three new trail running styles for avid runners
- A closed-toe Hydratrek water shoe, reimagining the classic water series
- The all-gender ApreTrail slide, perfect for post-adventure recovery
- Fresh additions to the Everyday and Sunscape collections, blending style and comfort
This diverse range caters to hikers, trail runners, water sports lovers, and casual campers alike, reinforcing Teva’s position as a leader in outdoor footwear.
Teva’s Strategic Reset Amid Market Challenges
Lee Cox, Global Vice President and General Manager of Teva and AHNU, describes “For Playground Earth” as more than a campaign—it’s a strategic reset. “It’s our way of celebrating our roots while committing to Teva’s future,” Cox stated. This comes as Teva addresses a 6% year-over-year sales drop to $24.1 million in the third quarter, driven by fierce competition in the outdoor market. Meanwhile, parent company Deckers saw a 17.2% sales surge to $1.6 billion, fueled by its Hoka and Ugg brands.
Jess Bensley, Teva’s Product Director, added, “For over 40 years, Teva has guided people down rivers, up mountains, and along trails. Moving forward, we’re revisiting our performance roots to push the brand into wilder places than ever before.”
Recent Changes at Deckers
Teva’s parent company, Deckers, has undergone notable shifts. Stefano Caroti stepped in as CEO following Dave Powers’ exit last year. In August, Deckers sold its Sanuk brand to LolëBrands, and in January, it began phasing out the Koolaburra brand. These changes signal a refocused strategy as Deckers bolsters its core brands like Teva.
Inspiring a New Generation of Adventurers
The “For Playground Earth” campaign marks a bold chapter for Teva, blending cutting-edge trail running shoes, water shoes, and comfort footwear with a powerful call to action. By uniting multimedia storytelling, a passionate team of ambassadors, and innovative products, Teva seeks to inspire a new generation to explore the outdoors and protect our planet’s landscapes. Rooted in its 1984 legacy, Teva is poised to lead the charge in outdoor adventure and environmental consciousness for years to come.