Teva sought a new concept for the retail marketing of its footwear aimed at reaching a new segment of the shared sport adventure market. The core of the new branding focuses on sport adventures and story telling, positioning Teva products as experience enablers and Teva shoes as an element that facilitates the user journey.
The proposed concept for the retail space is inspired by the adventures and experiences of the potential customer. Extreme sport stories were selected for the creation of physical three-dimensional narratives that hang from the store ceilings, pop up from the walls and emerge from the floor. Augmented reality and digital interfaces are incorporated throughout the space to simultaneously facilitate the customer experience and teach specific product features. Integration of social media into the retail space provides a seamless experience between store and online platforms. While in the retail space, customers can access adventure stories and videos uploaded by the Teva community and share their own experiences thereby becoming a part of the community and the inspiration of adventure.