Newton got lucky to ride a wave in 2007-2010, but made significant missteps in 2011-2013 that have led them to where they are now.
Newton got some early traction and action, by going big and deep in triathlon. However, this can come back to haunt a brand, and I think this is part of the reason that Newton has struggled.
1) Tell a triathletes that something, anything will make them 5% - 10% better/faster, and you immediately have their ear and are well on your way to a sale.
2) When Newton launched, triathlon in North America was at peak growth
Fast forward to just a few years ago and Newton seems to have made a number of attempts to go beyond being a "tri-brand", but the specialty run market while much much bigger than triathlon it is VERY hard to break into, and can take A LOT of work, effort and resources. Also being known, even if it's just a perception, as a tri-brand, can act as a bit of an anchor for you in the single sport markets.
And now the running shoe business is very crowded with not just the main stays (Asics, NB et al ), but all these other players Hoka etc . . Now Newton's challenge has become even bigger.
And I'm not even going to go to the actual technology of the shoe
Steve Fleck @stevefleck | Blog
Newton got some early traction and action, by going big and deep in triathlon. However, this can come back to haunt a brand, and I think this is part of the reason that Newton has struggled.
1) Tell a triathletes that something, anything will make them 5% - 10% better/faster, and you immediately have their ear and are well on your way to a sale.
2) When Newton launched, triathlon in North America was at peak growth
Fast forward to just a few years ago and Newton seems to have made a number of attempts to go beyond being a "tri-brand", but the specialty run market while much much bigger than triathlon it is VERY hard to break into, and can take A LOT of work, effort and resources. Also being known, even if it's just a perception, as a tri-brand, can act as a bit of an anchor for you in the single sport markets.
And now the running shoe business is very crowded with not just the main stays (Asics, NB et al ), but all these other players Hoka etc . . Now Newton's challenge has become even bigger.
And I'm not even going to go to the actual technology of the shoe
Steve Fleck @stevefleck | Blog