Newton
Running, manufacturer of performance running shoes that support the
most efficient running motion, is launching a new brand campaign this
summer that encompasses the complete Newton Running brand experience,
from innovative shoe designs that help runners find their “sweet spot”
to an invitation to join the Newton tribe.
“Newton Running has always been a little unconventional, and this summer’
s campaign highlights what makes our shoes and customers unique,”
says Newton Running President Craig Heisner. “As our new ads
acknowledge, our shoes may not be for everyone. But for those willing
take the step forward and try something completely different, they may
discover what current ‘Newtonites’ already know: efficient is better.
And better means running faster, further and forever.”
The latest interpretation of the “Hello Better”
brand platform, which launched early last year, features print ads that
employ the taglines: “Freak,” “Blend Out” and “Clashes with Everything”
with the goal of communicating the originality of what Newton runners
and its products represent. The campaign creative was developed by
Boston-based Breakaway Innovation Group (BIG), a strategic consulting
and creative agency that specializes in category-leading brands with a
penchant for thinking and doing things outside the norm.
"As
runners, we've always been big admirers of Newton and already possess a
strong familiarity with the brand as a result of working with them in
2011,”
says Scott Maney, Breakaway’
s chief creative officer.
“Re-engaging with them now to leverage the strong subculture that Newton
has cultivated among runners has been very exciting. The Newton team
gets its customers, gets smart marketing and they remain true to their
overall brand vision."
“BIG strongly understandings performance running’
s
competitive marketplace and quickly synched with our team in developing
a thoughtful strategy that leverages the uniqueness of what it means to
be a part of the Newton brand," says Heisner. "We've crafted a very
smart and creative point of view with the latest work and we're looking
forward to seeing how it performs over the second half of 2013 and
beyond."
The campaign launches August 1 with digital and print advertisements featuring the Energy
NR, the latest offering from Newton Running’
s
line of brightly colored performance training and racing shoes.
Designed to meet the needs of runners who want to experience the unique
technology platform and ride found only in Newton running shoes, the
$119 Energy
NR has a more familiar shoe platform that
facilitates a seamless transition from more conventional running shoe
brands into the Newton line.
Continuing its commitment to specialty running retailers, those carrying the Energy
NR (going on sale today) receive call-out in Newton Running’
s national print ad campaign appearing in Runner’
s World and Competitor magazines, and all digital ads will direct consumers to a retailer finder integrated into the Energy
NR’s custom landing page on
www.newtonrunning.com/freak, which goes live on August 1. Newton plans additional in-store promotions with participating specialty retailers.
Accompanying the Energy
NR
ad campaign is a social media promotion inviting more runners to
discover the Newton Running experience for themselves. Launching on July
22, the summer-long Facebook sweepstakes features daily giveaways
including pairs of the new Energy
NR.
About Newton RunningBoulder,
Colorado-based Newton Running is the leader in performance running
shoes that are designed to actively support and strengthen natural
running motion. Newton Running’
s patented Action/Reaction™
technology provides highly responsive cushioning and protection plus
ground feel, minimal heel-to-toe drop and lightweight comfort. Newton
Running form clinics, hosted in partnership with specialty running
retailers worldwide, help runners learn their natural running motion.
Newton Running is proudly committed to social responsibility and
supports numerous charitable organizations.
www.NewtonRunning.com
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