Teva launched a new patented technology at the OutDoor show in Friedrichshafen, called TevaSphere. Showing the results of laboratory tests at its booth, the brand claimed that the pod-arch system embedded in its new TevaSphere line of cross-training shoes helps improve stability, especially on rocky terrain, while its spherical heel accompanies the natural movement of the foot, especially on an incline.
The line is especially well suited for fast walking as well as light hiking, which is a new category for the American brand. It is adding more and more closed-toe models to become more of an all-seasons brand and to expand beyond sports sandals, which still represent about 75 percent of its European sales, but only 8 percent of the outdoor market in the major European countries. The ratio is more balanced in the U.S.
Teva is selling more than one million pairs of shoes annually in the Europe, Middle East and Africa (EMEA) region, and about 80 percent of the volume goes through sporting goods and outdoor specialty stores. Some of the styles are now developed internationally with input from Europe. This new process will be enhanced with the recent appointment of a new product merchandiser, Amy Aleshire, who is moving over from the U.S. office for this purpose.
She will report to Giles Cundell, Teva brand manager for EMEA. They are part of a staff of about 300 people employed in the region by Teva's parent company, Deckers Outdoor Corporation, which also owns Ugg, Sanuk and other footwear brands. The total includes the employees who work for the group at its national sales offices for the U.K., Benelux and France.