Teva is turning to a popular running app as it tries to boost its profile in the outdoors adventure space.
The sports sandal brand is integrating Strava, a fitness tracking and activity-sharing app, into its marketing mix for the first time. As part of its new campaign, “For Playground Earth,” Teva is creating a roster of 10 athlete ambassadors and asking them to post pictures and videos of themselves running, hiking and exploring on Strava’s social media feed. The athletes will also give a sneak preview of new products.
Teva hopes Strava will help it better reach its existing community, as it has “a lot of fans already using the platform,” Sarah Carter, director of global brand marketing for Teva, told Modern Retail. More broadly, Teva aims to use Strava to reintroduce itself to runners, campers, kayakers and hikers who may think of Teva as just a water shoe company. While Teva started in the 1980s with a flip-flop with Velcro straps, it’s since branched out into hiking boots, running sandals and sports slides.
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