Issue link: https://viewer.e-digitaledition.com/i/1353193
Hiking has been a popular activity during quarantine times. "We've seen it go from an outing, to just part of the day," explained Mark Magruder, senior product line manager for Teva. The brand's deep dive into the future of hike revealed that new, young "hikers" were wearing inappropriate footwear for their ventures (think Nike Free). Out came Teva's Gateway, which still "gives the consumer that flexible and lightweight experience while providing the protection and traction one needs on the trails. It was built for consumers new to hiking." In a time of social distancing, the brand used social media to "support safe ways to get outside," the exec said, as well as comfy ways to stay inside, with the best-selling Ember Moc. The work from home footwear "wears like a slipper, yet performs like a shoe," noted Magruder. l Explore Entry Level Product Ski Brand Spyder kicked off December 2020 by announcing a partnership agreement with Footwear Unlimited to expand its lifestyle assortment with the launch of footwear. The new collection "fuses elements of performance, function and fashion with key models including outdoor, hike, trail, Après Ski, and lifestyle," according to Wesley Chu, SVP of sports, street and active at Authentic Brands Group, parent company of Spyder. With the addition of footwear, "the customer can experience Spyder all year round," he added. Spyder will also expand into cycling, running and swimming in 2021, reinforcing the outdoor and mountain DNA of the brand. New categories to be added to Spyder's ecommerce site include swimwear, eyewear, protective goggles and helmets. During COVID, the brand has increased sales by amping up email marketing efforts tailored to the customer's specific demographics. Social media efforts have also accelerated. l Entertain Another Product Category Teva built the Gateway model for consumers new to hiking. Spyder extends the ski brand's lifestyle offering with a new footwear collection. 30 • sportstyle • March 2021 sportstylemag.com DESIGN / STRATEGIES