Running the Roaring Fork

Trail running; it’s something almost every Backbone employee loves to do in some capacity. Whether they’re escaping into the Tetons, taking lunch runs on Colorado’s front range, or running ultra marathons across the High Rockies, Backbone employees have a certain place in their hearts for scenic single-track. There is, however, one individual on the Backbone team with an unparalleled love for the sport and her name is: Elinor.

One of the Roaring Fork Valley’s foremost experts on the topic, our in-office guru represents Newton Running, talks running shoes with media all day every day, and offers sage advice to untrained trail-running rookies. Elinor also brings Backbone’s running culture to the next level having accomplished such feats such as the Leadville 100–one of the longest and toughest races in the Rockies–and most recently, the San Juan Solstice 50 miler. When not hustling for her clients or exploring the Rocky Mountain wilderness on foot, Elinor will occasionally author a piece about the virtues of trail-running.

In her latest freelance assignment for Apsen Magazine, Elinor profiled the world-class trail running scene that exists just outside the Roaring Fork Valley and the athletes that revel in it. Check out some excerpts from her piece below, or visit Aspen Magazine to read the full story. (Images and text courtesy of Aspen Magazine)

 “When asked why trail runners gravitate to long, relatively remote routes like the Four Pass Loop or the relatively mild Conundrum Creekwhich offers a very runnable and scenic 9-mile jaunt to a natural hot springsthe answer is about tapping into the sport’s ‘Zen-inducing’ effect that isn’t achieved in road running.”

“With so many trails hereand up and down the Roaring Fork ValleyAspen’s trail-running community can seem to be small and dispersed. It’s not until races such as the Ute Mountaineer’s Golden Leaf Half Marathon, held each September on the Government Trail from Snowmass to Koch Lumber Park, that trail runners congregate here in any great number.”

Form vs. Function and PR 2.0

shoebox

Molded pulp shoebox - cool design, but not sustainable to produce.

Newton Running has recently been featured in dozens of environmental and packaging blogs (yes, blogs about packaging) with a story about their cool, eco-friendly, molded pulp shoeboxes. The story reached a fever pitch with a re-post on treehugger.com.

One problem though, Newton never actually produced those shoeboxes.

Turns out Newton’s ad agency submitted the shoebox to several design awards, and won. The box was also featured in the uber-cool Communication Arts magazine.

As is often the case, Newton learned that the ‘green design’ of the pulp shoe box was not very sustainable to produce. Not only were the pulp boxes significantly more expensive to make, but they are produced far from the footwear factory and they would dramatically increase overall freight costs because they do not stack in containers, warehouses or retail stores efficiently.

Newton has instead developed a new rectangular shoebox that is produced from 100% post consumer waste and uses soy-based inks. The new packaging is easy to store and ship, it’s lightweight and it’s easy to break down and recycle. Rather than tissue paper, they’re using recycled cardboard inserts (scraps from the box die-cut) to protect the shoes.

New suistainable shoebox

New sustainable shoebox

In an old PR model, all the coverage of the award-winning pulp shoebox would fit under the heading of “any publicity is good publicity.” Sure, Newton could have issued a correction in a press release, but it’s unlikely anyone would have picked it up. However, in the world of 2.0, where news is featured on blogs, forums and twitter posts, we were able to respond to this story in real-time. We set about posting comments on any site that featured the pulp shoebox story, explaining Newton’s decision to use a recycled, rectangular box, and directed them to the Newton blog for the whole story. This resulted in numerous online discussions, several new, accurate stories like this, a spike in traffic on the Newton blog and at least two interviews with Newton reps for editorial features in traditional media outlets.

Is your PR ready to step outside the box?

In Love with a Shoe

Newton Running is a little Boulder shoe company that has been making big waves in the running shoe world since their launch two years ago. Along the way they’ve garnered an evangelical following of runners who sing the shoe’s praises…sometimes literally.

One happy customer liked her shoes so much that she penned lyrics to a song about Newton Running, sung to the tune of Gavin Degraw’s pop hit, “In Love with a Girl.”

If you don’t know the tune, here’s the video. Much to my co-workers chagrin, I actually played the music and sang along with the Newton lyrics…they fit amazingly well.

Ode to my Newton Training Shoes
(To the tune of Gavin De Graw’s song “In Love With A Girl”)

So many shoes gonna look like they want you,
Try to get you thinking they’re really fast.
But there’s nothing like the fit of the one that has put in the time
And you know its gonna be there.

Back your forefoot when no other shoe does it,
Don’t let nobody slow you down, when your fast.
There’s no pain in protecting your pace,
From the 5 to the Tri to the runners high.

I’m in love with a shoe who knows me better,
Fell for the color just when I met her.
Took my sweet time when I was at the store,
Newton understands…

And you know how to treat my toes right,
Not too loose and not too tight.
Helps me to soar when I’m in flight.
Newton understands me.

I’m in love with a shoe (I’m in love with).
I’m in love with a shoe (I’m in love with).

Read Sing along with the rest of they lyrics here.