For Immediate Release
Contact: Jaime Eschette
Phone: 800-433-2537 x 178
Teva voyages down the Grand Canyon to capture their 2007 advertising campaign
Teva partners on IMAXÂ® film to raise awareness about water issues worldwide
Goleta, CA (December 1, 2006) â€“ After twenty years traveling from adventure to adventure, running the best rivers and relaxing amongst some of the most spectacular landscapes in the world, leading footwear brand Teva (a division of Deckers Outdoor Corporation NASDAQ: DECK) returns to their birthplace, the Grand Canyon, to capture their 2007 advertising campaign.
The campaign is shot in conjunction with the production of a new IMAXÂ® 3-D theatre film entitled Water Planet: A Grand Canyon Adventure presented by Teva. Partnering with MacGillivray Freeman Films, makers of premier IMAX Â® movies, and Waterkeeper Alliance, a grass roots advocacy organization dedicated to protecting waterways from polluters, the campaign will help raise awareness about water issues worldwide.
Titled â€œGo. Do. Be.â€ the campaign captures the spirit and performance of the Teva Tribe. On September 12th they launched from Lees Ferry, AZ for a 19-day, 226-mile journey to experience the magic of the Grand Canyon as it was intended, on the Colorado River. The imagery from the trip features professional river guides, upcoming environmental stewards Kick Kennedy and Tara Davis and professional kayakers Nikki Kelley, Marlow Long, Rush Sturges, Steve Fisher, Pat Keller and Anthony Yap.
â€œIt is the Grand Canyon where Mark Thatcher got the inspiration to build the first sport sandal, an icon in the outdoor world. It’s only fitting that we return to the Grand Canyon, globally recognized as one of the earth’s seven wonders.â€ Says Jill Ireland, Teva Marketing Director â€œFor us as a brand to be associated to that, in an authentic way, is really special.â€
Shot by world-renowned documentary photographer Chris Rainier, the goal of the imagery is to capture the portraits of these active and interesting members of the Teva Tribe while they are going, doing and being during a seminal voyage in the name of water quality education.
â€œWe wanted to be a part of the modern documenting of the Grand Canyon experience and working with IMAX and bring in Chris Rainier, who works with National Geographic, we’re creating the two pinnacles of photographic expression in still photography and the IMAX experience.â€ Says David Karstad, Creative Director Frank Creative Agency.
Teva’s 2007 advertising campaign will run all year in core outdoor and relevant general interest publications such as Outside, National Geographic Adventure, Runner’s World, Paddling Life, Men’s Journal, and Woman’s Health.
For more information on Teva’s 2007 footwear collection and advertising campaign or for more details on Water Planet: A Grand Canyon Experience presented by Teva, please contact Jaime Eschette at 800-433-2537 x178 or via e-mail at firstname.lastname@example.org.
Deckers Outdoor Corporation (NASDAQ: DECK) builds niche products into global lifestyle brands by designing and marketing innovative, functional and fashion-oriented footwear, developed for both high performance outdoor activities and everyday casual lifestyle use. The Company’s products are offered under the Teva, Simple and Ugg brand names.