Industry News 2/22/2012

B$Z: Newton Running Launches "Hello Better" National Brand Campaign

Newton Running Launches “Hello Better” National Brand Campaign

Since its inception in 2007, Newton Running has helped runners and triathletes around the world reap the benefits of natural form running. This spring, Newton Running is taking its messages of how to run better and healthier to the masses with a seven-figure campaign headlined “Hello Better,” which celebrates how Newton Running shoes replicate the way we ran as children: fast, lightly and seemingly forever.
 
“In just five short years, Newton Running has grown to be a player in the highly competitive running and triathlon shoe market purely through grassroots and word-of-mouth marketing,” says Newton Running CEO, Jerry Lee. “This new national campaign will introduce our shoes to a much larger audience.”
 
The campaign’s launch coincides with the release of spring 2012 versions of the Gravity Neutral Performance Trainer, Motion Stability Performance Trainer and Distance Light Weight Trainer, the Distance U Light Weight Trainer and the Black MV2, which will be available in U.S. stores in late February.
 
The advertisements, developed by Breakaway, a hybrid branding agency/VC firm based in Boston that helps innovative companies grow, will appear online and in print magazines such as Runner’s World, Fitness, Triathlete, LAVA and many more. Creative executions feature Newton Running customers exhibiting ideal natural running form, as well as five-time Ironman World Champion Craig “Crowie” Alexander, who has a lifetime contract with Newton Running.
 
Going live later this spring, a redesigned www.NewtonRunning.com will employ creative elements of the “Hello Better” campaign, more how-to videos and articles about natural form running and its benefits, such as improved efficiency and reduced chance of injury.

Newton Running is expanding its support to running and multi-sport specialty retailers through “Hello Better” POP displays, greater race support, more expos and education from local tech reps. In-store events are growing and will include over 300 Newton Natural Form Running Symposia and Form Clinics in 2012. These free events introduce customers to natural form running technique and the benefits to Newton Running shoes.
 
Similarly, the Newton Natural Form Running Coaching Certification program has provided hundreds with the tools essential to teaching Newton Natural Form Running since its creation a year ago. In 2012, the program is being redesigned with new standards and a tiered certification process.