Teva Celebrates River Roots with Charitable GC100 Collection
Honoring Grand Canyon National Park’s 100-year Centennial, the GC100 Collection inspires a new generation of outdoor enthusiasts.
(GOLETA, Calif.), February 26, 2019 – Teva®, a division of Deckers Brands (NYSE: DECK), unveiled its Spring 2019 footwear collection paying homage to the brand’s birthplace, the Grand Canyon, on the Grand Canyon National Park’s founding 100 years ago today. Coined ‘GC100,’ the collection sports a mix of functional features and heritage details, tied together with canyon-inspired webbing that evokes the vibrant aesthetic and earth tone hues of the Park. The newest collection by Teva celebrates the centennial by pledging “$100K for 100 Years” with a donation to Grand Canyon Conservancy, the official non-profit partner of Grand Canyon National Park.
Teva is honoring its commitment to fostering more adventure in the outdoors by inspiring the next generation of modern explorers. A portion of the $100K donation will go to the Conservancy’s Grand Canyon Field School, providing scholarships for underserved youth. The program provides kids with immersive educational experiences throughout Grand Canyon National Park. The remainder of the donation will be used to fund the restoration of one of the most popular entries to the canyon, Bright Angel Trail. In addition to renovating parts of the trail that need it most, this will help ensure continued access for visitors to explore the canyon for the next hundred years and beyond.
In support of the GC100 collection and partnership with the Conservancy, Teva will be celebrating all year with the “Born in the Canyon” brand campaign designed to share the inspiration and awe of this world wonder with a wider audience.
This spring, Teva will unveil a short video series titled “Faces of the Canyon,” highlighting individuals who have profound connections to the Canyon and their stories. Additionally, Teva will host a global sweepstakes where consumers can enter to win a river trip in the Grand Canyon.
“We are thrilled to partner with Grand Canyon Conservancy on the launch of this exciting campaign. We are taking this opportunity to celebrate a monumental milestone for this iconic landmark, and to accelerate Teva’s commitment to the preservation of our outdoor treasures,” said Anders Bergstrom, General Manager at Teva. “Given the existential risks facing our parks in today’s political environment, Teva’s pledge is a first step toward a solution in this time of uncertainty, by making access for all a priority. Our goal is to bring as much awareness as possible to this initiative, so the Grand Canyon can be explored by adventurers for years to come.”
The GC100 collection is rich with heritage-inspired updates and features five unique styles in Men’s, Women’s and Kid’s featuring an intricate webbing pattern that takes cues from the canyon’s layered red rocks, meandering rivers, and spectrum of sunset hues. Spanning updated iterations on classic sandals like the Hurricane XLT2, Original Sandal and Original Universal, as well as the introduction of new silhouettes like the Hurricane XLT2 Alp and the Hurricane Sock, the Spring 2019 collection fuses innovation with inspired design for a fresh twist on modern outdoor footwear.
The GC100 collection is available on Teva.com and at specialty retailers globally. For more information on the collection and campaign, please visit teva.com/GC100.
About Teva
Pioneered in 1984, Teva stands for freedom in footwear. Teva believes that how you choose to live is the ultimate form of personal expression and our products are crafted to be accessible, versatile and a celebration of the independent spirit. Creator of the original sport sandal over three decades ago, Teva products are now sold in over 40 countries worldwide. For more information on Teva, a division of Deckers Brands, please visit www.teva.com or follow @Teva.
About Grand Canyon Conservancy
Grand Canyon Conservancy is the official nonprofit partner of Grand Canyon National Park, raising private funds, operating retail shops within the park, and providing premier guided educational programs about the natural and cultural history of the region. Our supporters fund projects including trails and historic building preservation, educational programs for the public, and the protection of wildlife and their natural habitat. Grand Canyon Conservancy inspires people to protect and enhance Grand Canyon National Park for present and future generations. For more information, visit grandcanyon.org.
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