Word is going round that Teva are stepping out of the mountain bike shoe arena. As of the end of 2014 the company will be no longer offering bike footwear, so if you like them; stock up now.
According to Jaime Eschette, Teva’s PR “Teva will be exiting the bike footwear category by the end of 2014 to better position the brand, our retailers and our stakeholders for the future. The change is a difficult one for all of us who were close to the bike program but this shift offers us a chance to really focus our efforts and not only strengthen the brand today but also allow us even greater opportunity in the future.”
Nooooo 🙁
How can reducing the range strengthen the brand?
“How can reducing the range strengthen the brand?”
It gives them the opportunity to focus on their core business rather than spend money and development time on an area that isn’t a big money spinner for them.
explains why all that cheap stock has been appearing on the market, I guess.
“The change is a difficult one for all of us who were close to the bike program but this shift offers us a chance to really focus our efforts and not only strengthen the brand today but also allow us even greater opportunity in the future.”
I *heart* marketing speak. 🙂
If that purple thing is what they thought MTBers wanted…
Their SPD shoe was top of my list for my ‘next shoe’ ah well.
That’s not a purple shoe, it’s just under an unflattering light…
Aren’t we all
Maybe On-One will buy all of their stock and sell ’em cheap!