At Backbone we put a lot of stock in what we call blocking and tackling: product placement. We spend every day on the phone/email with friends, writers, bloggers, and producers making sure that our clients get frequent and regular media coverage. Beyond product placement, however, we also work hard to secure feature stories that illustrate what goes on behind the product, and behind the scenes with our clients.
Sometimes these stories take years to develop, but the final result is always a unique glimpse into the people and processes that come together to create the industry-leading brands we’re proud to represent. This month, we had two feature stories come through, highlighting the success of two longstanding clients: Newton Running and Polartec.
Backbone and Polartec have been partners for over twelve years and we played a significant role in the global launch of their new waterproof breathable technology, Polartec NeoShell. Both the product itself and the marketing around the introduction created a lot of attention. This piece by Outside Magazine (thanks Mike Kessler and Sam Moulton) tackles some of the behind-the-scenes business aspects of the shell game: Licata INSANE IN THE MEMBRANE– by Mike Kessler, Outside Magazine-March 2012
Backbone began work with Newton Running six years ago, when the company didn’t even have shoes to sell. We’ve been a proud partner in their growth to become a major player in the running footwear industry. This month’s (11-page!) feature in Runner’s World highlights the story of Newton founder, Danny Abshire and the story of how he set out to change the way people run, and built a shoe to help them do it.
http://iccpaix.org/?plugin=all-in-one-event-calendar THE SHOE BELIEVER– by Michael Behar, Runner’s World– March 2012
View the full PDF of this story by CLICKING HERE
