Newmarket, NH (PRWEB) July 31, 2011
GoLite Footwear launched a new marketing campaign earlier this month called “Rocks Hurt”. A full-page print ad in the July/August issue of Trail Runner magazine kicked off the program featuring a scientist holding the Tara Lite trail running shoe in a laboratory setting. The ad copy referenced the significant research which had been conducted in order to reach the conclusion that rocks hurt.
The ad was followed up last week by the release of a satirical YouTube video which illustrates this research using actual trail runners accompanied by a press release which expounds on the company’s excitement over these results.
“Our objective was to tell the GoLite product story in a fun and memorable way, and the response from consumers has been overwhelmingly positive”, says Scott Briggs, President of GoLite Footwear.
The company’s Zero Impact series of shoes is designed to embrace natural movement while providing protection that is necessary for running on rugged, uneven terrain. Through focus groups and research, GoLite Footwear’s product team learned that minimal shoes do not provide adequate protection for many trail runners. While lighter weight shoes and a zero drop heel were recognized as important features, they often suffered from bruises when stepping on rocks in very minimal shoes. GoLite Footwear allows trail runners to break the compromise between protection and minimal shoes.
Retailers visiting the GoLite Footwear booth at the upcoming Outdoor Retailer Show will see the rest of the campaign come to life through video, graphics and other collateral.
“Rocks Hurt” video: http://www.youtube.com/watch?v=cZibot_aNjA
GoLite Footwear website: http://www.golite-footwear.com
YouTube Channel: http://www.youtube.com/golitefootwear
About GoLite Footwear
GoLite Footwear designs innovative shoes for trail running and outdoor pursuits where the terrain is uneven, the conditions are unforgiving and the reward is knowing just how far you can push yourself. Their patented technologies improve traction, stability and cushioning while promoting the body’s innate ability to sense and adapt to its environment.
GoLite Footwear can be found at premium running stores across the country and online at planetshoes.com, shoebuy.com, altrec.com and other trail running websites. GoLite Footwear is distributed throughout the US, Canada, Australia and New Zealand and is a division of New England Footwear.