TevaAdventures: Experience Teva’s Hydratreks in the Wild
To launch Teva’s new Hydratrek sandals in New Zealand, Rise & Shine took media and influencers off the grid and into the Waitākere Ranges, creating an experience that allowed them to test the product exactly where it was designed to perform: in nature.
Rather than hosting a traditional showroom-style launch, we set out to bring Teva’s refreshed global brand platform, For Playground Earth, to life through a real outdoor adventure. Media and influencers joined us for a guided hike to Kitekite Falls, wearing the Hydratrek sandals across rock, trail and water crossings to experience the product in real conditions.
Hosted alongside outdoor guide Robert Bruce from Got To Get Out, the half-day experience was designed to feel relaxed, authentic and community-led. Guests explored the lush Waitākere landscape, swam beneath the waterfall and gathered afterwards for a post-hike brunch, creating natural moments of connection and storytelling along the way.
From guest curation through to event production and post-event storytelling, Rise & Shine managed the experience end-to-end. We handpicked media and influencers whose audiences aligned with Teva’s outdoor ethos, ensuring the event felt credible and meaningful rather than transactional.
The results spoke for themselves. Attendance was 100%, a rare outcome for influencer events, and guests described the activation as one of the best brand experiences they had attended. Social content shared from the hike sparked further inbound media interest, generating seven pieces of print and digital coverage and expanding the campaign’s reach across New Zealand’s outdoor and lifestyle communities.
Just as importantly, the experience built genuine brand advocacy. Despite initial nerves about wearing new sandals on a hike, every attendee reported comfort and zero blisters, reinforcing Hydratrek’s performance credentials through real-world testing.
By placing the product in its natural environment and building community around the experience, the campaign proved that powerful brand storytelling happens when people live the brand, not just hear about it.
For Teva, the Hydratrek launch demonstrated how experiential PR can transform a product introduction into something much bigger: a community-driven moment that strengthens brand affinity and creates advocates well beyond the event itself.