Since creating the world’s first sport sandal for river guides in Grand Canyon in 1984, Teva’s mission has been to equip adventurers across the globe to play outside. The legend says a resourceful river guide strapped two Velcro watchbands to a pair of flip-flops to keep them from washing down river and, and the brand and a category was born. For the next four decades, Teva has created gear to “inspire adventurers to get dirt in their teeth, dance around fires, backflip into life’s waters and howl into the wind,” according to the brand. Teva also says it is committed to developing products with innovative materials and thoughtful designs while being mindful of its impact. Owned by Deckers Brands (whose portfolio of brands also includes UGG, Koolaburra, HOKA and Ahnu) since 2002, the brand is now sold in more than 50 countries and territories.

To find out what this iconic brand was up to for the upcoming SS25 season, we sat down with Lee Cox, VP and GM Emerging Brands at Deckers Brands, Teva and AHNU. Here’s what he had to say about the re-invigoration of in-person industry events, the future of the industry, and how TEVA continues to adapt and thrive.  

Trailheads: How does TEVA benefit from attending The Running Event and from being part of Switchback? 

Cox: Attending TRE (The Running Event) allows us to connect with key players in the outdoor and running markets. Being a part of Switchback specifically allows us to showcase our innovations and latest offerings with specialty retailers who live and breathe the outdoor lifestyle and are an authentic conduit with consumers.

Trailheads: How has TEVA stayed in step with an evolving consumer?

Cox: We stay aligned with the evolving consumer by an “always-on” listening and learning philosophy. This approach allows us to stay deeply connected to our audience, continuously gathering valuable insights into their preferences, behaviors, and aspirations. By tapping into their mindset, we prioritize not only utility and functionality but also the ever-evolving trends in style.

Trailheads: What are some of your key points of focus?

Cox: Our philosophy centers around providing high-performing, utility-focused footwear specifically designed for any adventure: From rugged trails to post-adventure relaxation

Trailheads: What are your thoughts about the newly released outdoor industry data from OIA?

Cox: The Outdoor Industry Association (OIA) data provided important insights into shifting outdoor participation demographics and the growing inclusivity of outdoor spaces. For us, this data underscores the importance of building solution based, accessible, functional footwear for a diverse range of adventurers. The education sessions at TRE were another highlight, providing us with faster knowledge-sharing opportunities across the industry.

Trailheads: What is Teva’s legacy in outdoor and footwear, and how has it extended into running?

Cox: Our origins in creating a footwear solution for whitewater rafting established us as a pioneer and leader in the performance sport sandals category. This legacy has naturally crossed into other categories, including running. With the introduction of the Aventrail trail running sandal this year, we have once again pioneered a new experience for Trail Adventurers who crave a new way to explore the outdoors. In Spring 2025, we are excited to expand the Aventrail family with even more innovative trail running offerings.

Trailheads: Are there broader trends in outdoor industries that Teva is part of or leading?

Cox: Consumers continue to engage in the outdoors in many ways, traditional categories are blending and solutions that operate within the seams are becoming the new norm. Looking Ahead to 2025, we are excited about our new For Playground Earth brand campaign that we are launching in Spring 2025, which has become our call to action and mantra for next season and beyond.