Teva was the exclusive sandal partner of Bonnaroo for three consecutive years.
Leading up to the festival a coupon was included inside every ticket package with a discount code for custom Bonnaroo Teva’s that patrons could pick up at the Teva Coffee House retail location in the campgrounds. Fans who purchased a pair of custom Bonnaroo sandals also received a DIY kit to trick out their new kicks with patches featuring Bonnaroo IP images, bright colored yarn to weave into the straps, and rhinestones. The Coffee Shop hosted “Wake Up with Teva,” where each day, the first 100 patrons received a complimentary cup of coffee. Also in this space, Teva worked with the festival to program artist performances featuring up and coming festival talent including the X Ambassadors and GIVERS. The stage backdrop was an art installation made from Teva Straps and each performer who took the stage rocked a pair of Teva’s on their feet.
Teva activated two additional locations onsite. In the main festival grounds, Teva sold their traditional sandal line and in the artist hospitality compound Teva hosted a gifting suite. For the artists who couldn’t make it to the gifting suite, Teva was able to gift sandals to artist dressing rooms for every band (of their choice) performing at the festival, including headliners.
In addition, they brought their Asia-Pacific Marketing Team and influencers from that region including ELLE Japan and Frankie Magazine to Bonnaroo. Teva purchased VIP Glamping Packages for this program and decked out the tents with Teva themed decor prior to their arrival.
