B$Z: Newton Running Marketing Campaign Invites Runners to "Fly Their Freak Flag"
NewtonRunning launches a brand campaign around innovative shoe designs and invite to join the Newton tribe
Press Release from Newton Running
(Boulder, Colo.)— 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 EnergyNR, 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 EnergyNR 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 EnergyNR (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 EnergyNR’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 EnergyNR 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 EnergyNR.
About Newton Running
Boulder, 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