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Newton

RUN LIKE YOU DING DONG DITCHED.

Newton Running was a beloved brand by a small hardcore group of serious runners. But that was just their concern. Their believers were passionate, but the shoes were so unique and the brand voice was so technical that only a few understood the true benefit of natural running. Athletes beyond the tip of the spear just weren’t connecting with Newton.

On top of that, the barefoot and minimal running trend was starting to gain traction, further confusing consumers and crowding the market. Newton needed to bond with a larger consumer base and act like a bigger brand without looking and sounding like a typical bigger brand. 

PRINT CAMPAIGN

The end benefit of natural form running is remembering how much fun it is to just run. It’s a better experience when your shoes help you run injury free or hit that PR or make you feel like you’re booking through the old neighborhood like when you were a kid. 

PRINT CAMPAIGN

The campaign explored what “better” meant to individual runners. Speed. Distance. Overcoming obstacles. A personal best. It’s different for everyone. And we can help you get there.

WEBSITE

Hello Better became the way to shake hands with new consumers and introduce the shoe and the style of running. The home page of the website featured knockout type with a looping video of runners behind it.

WEBSITE

Breakaway designed and built a content rich site that included educational videos on running form, a full e-commerce platform, and a connected community of fans.

OUTDOOR AND TRANSIT

Outdoor boards and transit posters helped bring the message to runners in urban markets.

POSTERS

The bright, poppy colors played off of Newton’s colorways and became a signature graphic element.

BOSTON MARATHON

You have to be smart to get noticed at the Boston Marathon when you’re playing alongside the 800 pound gorillas. We branded every pedicab in the city and outfitted the drivers in shoes, apparel and coupons to drive store traffic. We also sold t-shirts with the towns the marathon runs through. It was nice of Newton, MA to name their town after us.

SOCIAL BASED CASTING CALL

To create social chatter, we opened up our campaign model casting to Facebook fans of Newton Running. The casting generated over 750 submissions, thousands of unpaid media impressions, and created buzz for Newton and the new campaign.

EVENT POSTER

Breakaway created a collectors edition poster when superstar Zola Budd came to Boulder to give a running clinic for Newton. 

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