Financial terms of the deal were not disclosed between Boulder-based Newton and Tampa, Florida-based Ironman. Newton is known for making shoes that may help runners change how their foot strikes the ground when they run.
Newton running shoes were the third-most common shoe used by the approximately 1,200 athletes in the World Ironman Championship in Kona, Hawaii, last year, said Elinor Fish, a company spokeswoman. While the shoe company is relatively small, it has been growing in recent months, Fish said. As a privately held company, Newton does not release revenues, she said.
“In the larger running market, they’re a relatively small player,” Fish said, “but in the Ironman competitions, they’re extremely popular.”
Newton’s first Ironman event sponsorship will be the 2013 Accenture Ironman 70.3 California on March 30 in Oceanside, California. The “half” Ironman event, half the distance of a full Ironman event, includes a 1.2-mile swim, 56-mile bike ride and 13.1-mile run.
Sponsorship details are not available, Fish said. Ironman events around the nation help athletes qualify for the championship event held annually in Hawaii.
Newton Running was co-founded by Jerry Lee and Danny Abshire. The company was “born” at the Oceanside 70.3 event in 2007, Lee said in a press statement.
“Triathletes were the first to embrace our innovative technology and gave us the start we needed to become the running-shoe brand we are today,” Lee said. “This sponsorship is a celebration of our heritage in triathlon and our desire to support the sport and the athletes who believed in us from the beginning.”
The Ironman brand started in 1978. It now includes 190 events across five related brands, including IronGirl and IronKids.