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.