Altra brand book v1

ZERO LIMITS

THE TABLE OF CONTENTS

p/ 3 The Niche & The Need

p/ 4 A Journey Without Limits

p/ 6 Revolutionizing The Run

Leading by Example

p/ 7 Five Core Values

p/ 13 Chemistry of a Runner

p/ 14 From Toaster Oven To Top 10

p/ 16 An Award-Winning Recipe

p/ 18 Innovation In Motion

p/ 20 Brand Guidelines

20 / Logo Usage

22 / Typography

24 / Color

26 / Messaging

28 / Photography

30 / Website

/ Why Altra?

/ Zero Limits

/ The Vision

/ Our Mission

/ Core Values

/ Our Customer

/ Our Story

/ USP

/ Technology

/ Brand Guidelines

BRAND BOOK / 2014 / ALTRA TABLE OF CONTENTS

01

32 / Social Media

34 / Talent, Althletes

36 / Advertising

38 / Packaging

42 / Apparel

JASON SCHLARB / Altra AthleteSantorini, Greece

BRAND BOOK / 2014 / ALTRA WHY ALTRA?

03

We weren’t started in some corporate office, but

in the back room of a Wasatch Mountain running

store. Our founders, elite athletes and running store

managers, wanted a shoe that let you run the way

you were born to. They noticed that the design of

most running shoes was hurting runners more than

helping them. Elevated heels promote high-impact

landing and narrow toe boxes squeeze the toes out

of their natural position.

What began as experimental shoe alterations has

transformed into the only shoe company to provide

a Foot-ShapedTM toe box and cushioned Zero DropTM

platform. This innovative combo promotes low-im-

pact technique and allows your feet to remain in a

natural, relaxed position across every terrain.

THE NEED & THE NICHE

JOSH ARTHUR / Altra AthleteSnowbird, Utah

EVERY LIMIT IS PRE-DESTINED TO BE BROKEN. LIMITS ARE LINES OUR

MINDS TELL OUR BODIES NOT TO CROSS. ALTRA PROVIDES YOU THE

REASSURANCE THAT YOU CAN GO BEYOND THE IMPOSSIBLE AND

THE COMFORT FOR YOU TO DO IT. NO MATTER THE ROAD, TRAIL OR

DISTANCE AHEAD—ANYTHING IS POSSIBLE.

#ZEROLIMITS

BRAND BOOK / 2014 / ALTRA VISION / MISSION

REVOLUTIONIZING THE RUNWe are runners who strive to improve the running ex-

perience and encourage people to get into running. Our

mission is to help every runner realize that with proper

technique and a comfortable run, there are Zero Limits

to what they can accomplish.

LEADING BY EXAMPLEWe believe that there is no reason why an individual cannot

run. We desire to provide the tools and education that will

increase the amount of runners in the world in a fiscally

responsible manner. By being the authority in all things run-

ning, we will have the exposure, reputation and expertise to

produce not only premier products, but quality individuals

inside and outside of the company.

Our Vision Our Mission

ALTRA CORE VALUES

RUNNING IS OUR LIVES. EACH WORKDAY IS A CHANCE TO IMPROVE THE

RUNNING EXPERIENCE FOR MILLIONS WORLDWIDE BY INTRODUCING THEM

TO OUR INNOVATIVE FOOTWEAR. IN OUR FREE TIME, WE SKIP SLEEPING IN TO

FIND A NEW TRAIL OR TRAIN FOR OUR NEXT RACE. WE FEEL MORE AT HOME

RUNNING ON THE OPEN ROAD THAN UNDER OUR OWN ROOFS. WHEN WE LACE

INTO A PAIR OF ALTRA’S, WE BELIEVE WE CAN CONQUER ANYTHING. THIS

CONFIDENCE FUELS OUR MISSION TO HELP PEOPLE RUN BETTER, HEALTHIER

AND BELIEVE THAT THERE ARE ZERO LIMITS TO WHAT THEY CAN ACHIEVE.

DEVOTIONO N E

07

BRAND BOOK / 2014 / ALTRA CORE VALUES

WHILE OUR CORPORATE PARTNERSHIP HELPS ENSURE THE HEALTH AND SUCCESS

OF OUR BRAND, WE ARE ABLE TO REMAIN INDEPENDENT AND AUTHENTIC IN OUR

BRAND DIRECTION. THIS FREEDOM ALLOWS US TO MANAGE OUR COMPANY LIKE ONE

GIANT RUNNING STORE, PUTTING THE HEALTH AND SUCCESS OF SOMEONE’S RUN

FIRST. OUR FOUNDERS ARE FORMER RUNNING STORE MANAGERS WHO UNDERSTAND

THE IMPORTANT OF QUALITY CUSTOMER SERVICE AND APPROACHING CUSTOMERS

AS FELLOW RUNNERS FIRST AND SALESMEN SECOND.

AUTHENTICITYT W O

AS FAR AS WE’RE CONCERNED, WE HAVE THE BEST JOBS IN THE WORLD.

WE COME INTO WORK EACH DAY FIRED UP AND EXCITED TO SHARE THE

ALTRA EXPERIENCE WITH THE WORLD. SUCCESS STORIES FROM OUR

CUSTOMERS LEGITIMIZE THE INCREDIBLE BENEFITS OF OUR FOOTWEAR

AND ARE WHAT FUEL THE CEASELESS INNOVATION. OUR PRODUCTS HAVE

TRANSFORMED OUR OWN RUNNING EXPERIENCE FROM CONSISTENT

PAIN AND INJURY TO HEALTHY FEET, NEW RECORDS, AND A RUN LIKE

WE'VE NEVER HAD BEFORE. THE OPPORTUNITY TO HELP OTHER RUNNERS

SUFFERING FROM PAIN AND INJURY IS A PRIVILEGE WE DON’T TAKE

LIGHTLY AND IS THE REASON FOR OUR COMPANY’S EXISTENCE.

PASSIONT H R E E

AT ALTRA, INNOVATION ISN’T SPOKEN OF IN PAST TENSE. EACH DAY

IS A CEASELESS PURSUIT OF FINDING INNOVATIVE WAYS TO IMPROVE

THE RUNNING EXPERIENCE AND HELP PEOPLE OVERCOME THEIR

RUNNING INJURIES. WE’VE STUDIED EVERY ASPECT OF EVERY RUN

AND DEVELOPED TECHNOLOGY TO MAKE IT MORE EFFICIENT AND

COMFORTABLE. WE LISTEN TO OUR CUSTOMER NEEDS, DETERMINE

WHAT THEIR RUN IS MISSING AND DEVELOP THE TECHNOLOGY TO

HELP THEM CONQUER THEIR LIMITS.

INNOVATIONF O U R

BRAND BOOK / 2014 / ALTRA CORE VALUES

WE WANT EVERYONE THAT IS CAPABLE OF RUNNING TO

EXPERIENCE THE THRILL OF FINISHING A RACE, SETTING A NEW

PERSONAL RECORD AND SHATTERING LIMITS THEY NEVER

THOUGHT THEY COULD OVERCOME. WE USE OUR RUN-IMPROVING

FOOTWEAR, UNMATCHED EDUCATION AND INEXTINGUISHABLE

PASSION FOR RUNNING TO INSPIRE EVERYONE TO LACE UP, HIT

THE OPEN ROAD OR TRAIL, AND START RUNNING. OUR MISSION

TO GET EVERYONE OUT AND RUNNING MAY BE BOLD, BUT WE

WON’T STOP TRYING UNTIL IT’S A REALITY.

INSPIREF I V E

BRAND BOOK / 2014 / ALTRA OUR CUSTOMER

13

CHEMISTY OF A RUNNERUnderstanding our target audience is crucial to the success and vitality of Altra. All of our messaging should be

directed towards a specific group of runners that represent the highest margin for profit.

AGE

Prime Market / 22-52 yrsRun Specialty / 42 yr Female

WHY DO THEY RUN?Most run to unwind, escape and de-stress.

Adventure runners are adrenaline junkies who seek rugged mountain trails.

Elite runners train for competitions.

Some use it as a tool to stay in shape.

RUNNER TYPE

BeginnerMiddle-of-the-PackDetermined distance runnerAdventure runnerElite runner

GENDER

INDUSTRY

ALTRA

» 60% Female » 40% Male

» 60% Male » 40% Female

ANNUAL PURCHASES

RUNNING SPECIALTY AVERAGE

» 3-6 pairs per year » 2-4 outfits per year

INCOME LEVEL

$75,000 + Annually

EDUCATION

Majority are college educat-ed and research every shoe purchase.

BUYING RESOURCES

» Altra website » Online blogs » Runner’s World, Running Times

and other magazines » Retail employees » Coaches » Social media » Peer influence » Trade shows, race expos » Digital Media » Television

Our Customer

BRAND BOOK / 2014 / ALTRA

FROM TOASTER OVEN TO TOP 10

Many years ago while filming customers at my family’s

running store in the Rocky Mountains, I noticed a disturbing

trend. We found that when our customers wore the traditional

running shoes we sold to them, they ran with more impact

and poor posture. When we filmed the same people in flats

or barefoot, they immediately ran with low-impact technique

and better posture. We started to wonder if we were really

helping people!

Realizing that the only difference was the excess thickness

and weight of the heels of the regular running shoes, I went to

work with my trusty toaster oven to try and solve my custom-

er’s injury problems. I began melting off outsoles and remov-

ing the excess heel elevation from their traditional running

shoes. It was ugly, but it worked! This gave our customers the

benefits of good form and low impact, without sacrificing the

cushioning many runners felt they needed to do long mileage.

I coined the term “Zero Drop” to describe how the cushioning

no longer dropped from the heel down to the forefoot.

While testing our Zero Drop™ theory, we immediately saw in-

credible results with our staff and customers. It helped eliminate

chronic injuries and helped people get back into running.

Zero Drop was just one of many steps we took to return the

runner’s foot to its natural position. The research made it clear

that we needed to develop a toe box that actually mirrors the

shape of a healthy foot—imagine that! Teaming with some of

the best engineers, designers, elite runners and biomechani-

cal experts known, we started Altra to give a better, healthier

running experience to the masses.

Altra was originally created to help injured runners learn good running technique and overcome their chronic knee, foot, shin, and back pain.

OUR STORY

BRAND BOOK / 2014 / ALTRA OUR STORY

The award-winning combination of Zero Drop and a foot-shaped toe box has vaulted

Altra into a Top 10 running shoe brand in only a couple of years. The Altra team con-

sists of Ultra Marathoners and Triathletes who understand the need for a shoe that lets

people run faster, farther, and better. We’ve seen our shoes reduce injuries, improve

running technique, and change lives. We believe they will help you run better and

healthier too!

Founding Partners: Jeremy Howlett & Brian Beckstead

Golden Harper, Altra Founder

USP

EMBRACE THE SPACE, AVOID THE SQUEEZE

Traditional running shoes feature pointy toe boxes that squeeze the toes out of their natural position—increasing risk of bunions, hammertoes and plantar fasciitis. Altra’s Foot-Shaped™ toe box allows the toes to relax, spread out naturally and the big toe to remain in a straight position. This reduces over-pro-nation, enhances stability and creates a powerful toe-off to maximize running performance.

RUN FASTER

ALLOWS YOUR TOES TO RELAX AND SPREAD OUT NATURALLY

F O O T - S H A P E D™ T O E B O X001AN AWARD-WINNING FORMULAAltra is the only company to combine a Foot-ShapedTM

toe box and a fully cushioned Zero DropTM platform,

and gender-specific design into one shoe. This

innovative combination places a runner’s foot in a

natural position to encourage low-impact running

technique and maximize comfort and efficiency.

“Editor’s Choice” / Lone Peak 1.5 ™

“Best Debut” / Instinct™

“Best Ride” / Superior™

BRAND BOOK / 2014 / ALTRA USP

RUN THE WAY YOU WERE BORN TO

Most running shoes feature elevated heels that promote poor form by encouraging high-impact overstriding. You were born without an elevated heel and Altra allows you to maintain a natural foot position throughout your run. Every Altra shoe features a Zero Drop™ platform that places the heel and forefoot the same distance from the ground. This naturally aligns the feet, back and body posture and encour-ages landing with a bent knee and soft foot strike to reduce impact by 3–5 times.

LET YOUR FEET FLEX WHERE THEY WANT TO

An outsole designed for your foot makes sense doesn’t it? Our road shoes allow your foot to naturally flex where it wants by mapping the outsoles to the bones and tendons of the human foot. This sets us apart from the predetermined flex of other shoes, resulting in a natural, all-purpose traction system for any terrain.

RUN FARTHER RUN SMARTER

ENCOURAGES LOW-IMPACT LANDING WITH A BENT KNEE AND SOFT FOOT STRIKE METAPOD™ OUTSOLE

MAPS THE BONES AND TENDONS OF YOUR FOOT FOR A NATURAL FLEX AND SUPERIOR TRACTION

C U S H I O N E D Z E R O D R O P™002 M E T A P O D™ T E C H N O L O G Y003

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BRAND BOOK / 2014 / ALTRA TECHNOLOGY

INNOVATION IN MOTIONFoot-Shaped™ Toe BoxAllows the toes to relax and spread out naturally and the big toe to remain in a straight position for more stability and a powerful toe-off to maximize running performance.

Zero Drop™

Places your heel and forefoot the same distance from the ground to promote low-impact technique, naturally align body posture and strengthen lower leg muscles weakened from running on elevated heels.

A-BoundMade of recycled materials, this unique layer sits directly under the foot to reduce the impact of hard surfaces and return energy return into each stride. It’s literally a layer of bouncy ball between the road and your feet!

MetaPodThis unique outsole pattern maps the bones and tendons of the human foot, allowing your foot to flex where they naturally wants to and utilize its natural stability zones for added balance and support.

GaiterTrapThis innovative hook-and-loop tab conveniently secures your trail running gaiters to the shoe without having to strap them below the outsole. This prevents annoying debris from building up in the strap beneath your shoe.

InnerFlexGrid-like flex grooves in the midsole allow your foot to flex where it needs to for more speed and better performance. Unnecessary midsole was removed to create the flex grooves, making the shoe incredibly light and fast.

StabiliPodThis innovative midsole technology acts as a stabilizing tripod by enhancing the three natural stability zones in your foot for excellent support. Stability Wedge The full-length 4 mm varus, sloped down from the inside to the outside of the shoe, provides flexible stability to help prevent early and late stage foot collapse.

StoneGuardSandwiched between the A-Bound and EVA midsoles, StoneGuard offers flexible protection from the rugged terrain by deflecting rocks into the midsole for a smooth, stable ride.

TrailClawThis unique trail outsole positions canted lugs directly below the foot metatarsals and "claws" near the front of the shoe for incredible traction in uphill and downhill conditions.

CheckerTrailThe unique wedge pattern provides excellent traction for uphill and downhill trail conditions. For each wedge designed to assist uphill climbing, there is a wedge beside it to assist in downhill descents.

The Technology

BRANDGUIDELINES

ASHLEY PAULSENSnowbird, UT

The restrictions set on the usage of the ALTRA logo are critical to insure the integrity and consistency of the brand. This relationship and lock-up between the journey mark and the word mark is the primary use for the Altra brand.

The listed secondary logo options may be used when appropriate. These options can be an alternative to the primary logo when necessary.

This relationship and lock-up between the jour-ney mark and the word mark is the primary use for the Altra brand. This usage will be represent-ed in print, web, social medium, enviromental design and some apparel.

BRAND BOOK / 2014 / ALTRA BRAND GUIDELINES

THE LOGO

Primary Logo Use

Secondary Acceptable Logo Use

Journey Mark


IMPROPER LOGO USAGETranslation...don’t do this.

The primary and secondary logos should only be used as described in this book. We urge you to follow its guidelines to help further the success and longevity of the Altra brand. The following usages are unnaceptable.

Color Do not add to, subtract, rearrange, or otherwise modify the colors that are in the approved color palette.

Distortion Do not stretch, pull, elongate or adjust to distort the logo.

Integrity Do not add to, subtract, rearrange, or otherwise modify the the logo from the approved uses.

Mask Do not fill or mask in textures, patterns or images into the logo.

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TYPOGRAPHY

AaBbCc0123Univers Bold Condensed // Headline––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

Condensed // Body Copy (9-12 pt)––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

Condensed italic // Body Copy (9-12 pt)––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

FONT APPLICATIONS:Catalog, Print Advertisement

ALTRA FONT FAMILY

The Altra fonts should be used in all marketing and communication materials to maintain consistency and brand integrity. The following guidelines dictate how to implement typography.

Altra is an ever-growing brand. Hence it utilizes several typefaces for different applications. One typface might be more appropriate for one application but not as suitable for another. You might still see remnants of other fonts in current print materials but will eventually be completely fased out, i.e. Eurostile (packaging).

Univers, Gotham and Raleway will be the typefaces most regularly used throughout the current brand. Listed to the right are Altra's current fonts, font weights and their applications.


AaBbCc0123Gotham Black // Headline––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

Book // Body Copy (9-12 pt)––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

Medium // Body Copy (9-12 pt)––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

FONT APPLICATIONS:Ad/Print Headline and Body Copy, Tradeshow

AaBbCc0123Raleway Bold // Headline––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

Regular // Body Copy (9-12 pt)––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:;®»

Thin // Body Copy (9-12 pt)––abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789£$%&*()!?.,:; ®»

FONT APPLICATIONS:Website, Web Related Content

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COLOR

PANTONE: 185 C CMYK: 0, 91, 76, 0 RGB: 55, 67, 40

WHITE

COVERAGE: 40%

COVERAGE: 40%

RICH BLACK CMYK: 100,100, 100, 100 RGB: 0, 0, 0

COVERAGE: 20%

185 C RED should be the dominant color in the palette. Its most successfull usage is on a white background. The red represents power, energy, strength and dominance.

APPLICATIONS:Call outs in text, bullets, headers, subheaders and illustrations.

WHITE should also be well represented in the palette. It's best used as a backdrop for 185 C helping the red pop. Can also be used in white headline and body text over images.

APPLICATIONS:Headers, Subheaders, and body copy overlayed in images or on the red or black tones.

BLACK should be used sparingly. Tints of black are more commonly used in place of the 100% black. 70% is recommended for text on white.

APPLICATIONS:Headers, Subheaders, and body copy.

ALTRA PRIMARY COLOR PALETTE

RICH BLACK CMYK: 100,100, 100, 100 RGB: 0, 0, 0

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MESSAGING

CHOOSE YOUR WORDS WISELY

Effective messaging can mean the difference between a roar and a whisper. We have seconds to attract a consumer’s attention and explain what our brand can do for them. Altra accomplishes this by speaking to our audience in a conversational, understandable and running-authentic tone. While creative, epic messaging is ideal, we should never lose site of our messaging goal—selling product in the most clear and concise way possible. Consumers don’t care about a clever, funny headline but rather how a product is going to benefit them. An ideal messaging example would be our “Embrace The Space” campaign. It’s clever, short and communicates the benefits of our Foot-Shaped™ toe box.

AspirationalAll of Altra’s marketing content should embrace our mantra,

“Zero Limits”. Our Foot-Shaped™ toe box and cushioned Zero Drop™ platform allow a runner to run better and overcome the limitations of traditional shoes. The benefits of more speed, distance and comfort associated with our footwear make it possible to take our run to greater heights. When a runner laces into a pair of Altra’s we want them to believe they can conquer anything in their path.

Brevity is the Soul of Wit“The more content, the better” is a common false assumption in marketing. All content should be as clear and concise as possi-ble to maximize the short amount of time a consumer glances at our products and marketing material. Use crisp, active sen-tences and benefit-driven power words to explain our product as quickly as possible. Our blog and website provides us the opportunity to expand our messaging and provide more lengthy, detailed content when necessary.

Tailor Your MessagingDifferent marketing materials require different styles of writing. You wouldn’t write a print advertisement the same way you would write a social media post. Before writing any marketing material, understand your distribution channel, target audience, and the product you intend to feature.

By The Runner, For The RunnerWe are a company of runners who spend our professional lives trying to help people run better and our time off dominating the winding roads and trails ourselves. By speaking to runners as fellow runners as often as possible, we can be more approach-able and gain a larger following.

GUIDELINE SUMMARY:

» Creative, concise messaging that reflects a benefit or reward.

» Use short, simple words rather than large, cumbersome ones.

» Write in a direct, conversational style.

» Avoid writing in technical “corporate” terms. Running is fun, epic and

adventurous. Our writing style should reflect that.

» Tailor your words to the running community.

» Use crisp, active sentences to give more life to the written word; avoid

using passive voice.

» Use the second person rather than the third person whenever possible.

» Write to the elite runners while still appealing to the middle of the

pack runners.


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WORD USAGE POWER WORDS

ALTRA BRAND » When referring to the brand, use “Altra” in all instances.

FOOT-SHAPEDTM TOE BOX » Hyphenate “foot-shaped” when referring to Altra’s “Foot-Shaped™

toe box” on all references.

» Always trademark Foot-Shaped™ on first reference and ensure it is

title case.

ZERO DROPTM

» Always trademark Zero Drop™ on first reference and ensure it is title

case, ex. (“Zero Drop”, not “zero drop”).

» Never use Zero Drop to explain the type of shoe it is. Zero Drop is a

technology and should be used as such. Proper usage would be, “fully

cushioned Zero Drop platform”. Wrong usage would be, “This Zero

Drop Shoe…”

We should invoke emotion in everything we do. Our goal is to ed-ucate the masses of our innovative products and inspire people to run. When our product is presented before our consumers, it should strike an emotional chord and inspire them to begin a run with Zero Limits. Here are some words that can cause a spark:

AUTHENTICAWARD-WINNINGCOMFORTABLEEFFICIENCYFORM-IMPROVINGINNOVATIVENATURALJOURNEYRELAXEDREVOLUTIONARY

“WORDS ARE, OF COURSE, THE MOST POWERFUL DRUG USED BY MANKIND.”- RUDYARD KIPLING

» StoneGuard » TrailClaw » CheckerTrail

There are no spaces between words in the following technologies:

» A-Bound » MetaPod » InnerFlex

» StabiliPod

STYLE & SCENERY

All photography should represent an authentic, aspirational running experience. When consumers view our images, they should immediately be inspired to begin a run with Zero Limits. This inspiration should be derived from jaw dropping landscapes, authentic running talent and copy that reflects the Zero Limits experience of Altra.

Outdoor » 70% Road » 15% Urban Trail » 15% Mountain Trail » Natural Light

PERSPECTIVE


PHOTOGRAPHY

Indoor » Clean, White Sweep

A / Landscape

Full view image with runner in middleground. In frame is view of environment around runner to create the full scope of the running experience and to call out location.

B / Close Up

Close detail of the runner. Focused in on shoe or detail of the shoe. Background is secondary to the runner but equally important to the suc-cess of the shot. Shoe should always be in focus in close-up photography.C / Product Shots

White sweep shoe close ups for website and social media purposes. Consistent angles and lighting are necessary for every shoe to be consistent in all product photography.

A

B

C


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ALTRA WEBSITE / altrarunning.com


WEBSITE

Our website is an experience, not a catalog. While our brand has extended its reach across thousands of worldwide stores, the web-site remains our primary vehicle for brand awareness, sales and education. In today’s age of information, it’s absolutely crucial we are accurately representing our brand on the website. Consumers have quick, convenient access to product information and are well informed before making a purchasing decision. We should inform the public on how our product is different from competitors, educate on how to improve their running experience and showcase our wide-variety of products in the simplest way possible.

Site Objective

Our website should not feel like a hard sell, but an experience that can help a runner improve their running experience. On first glance, a visitor should be able to see the USP of our products, receive education that will enhance their run and view the wide selection of products we offer.

Our Voice

All website messaging should sound like we are a leading authority in running. A customer will not make a purchase unless they are able to trust our brand and products to help improve their running experi-ence. We may be salesmen, but our voice shouldn’t seem like it.

The Visuals

When visiting our website, you will notice the unique layout of each page. The hierarchy structure of each page has been prioritized to display the most relevant products/information first. Product high-lights are first, followed by education then our brand story.

The Homepage

A consumer’s attention span is very short and has many things competing for its attention. Our website is the best opportunity we have to showcase our brand in a simple and informative manner. Our homepage should:

» Feature easy navigation. » Showcase a variety of product with epic imagery. » Differentiate our product from competitors by showing our technology. » Educate runners on form, transition or other tips not immediately associated with our product.

» Drive social media interaction with our blogs and other social media platforms.

» Showcase our free shipping and 30-day guarantee policies. » Provide easily accessible contact information.

The Content

Product » Neutral, stability, trail, everyday and youth footwear » Running accessories

Education » Foot-ShapedTM Toe Box » Zero DropTM

» Other shoe technologies » Transition

Story » Started by Runners, for Runners

Contact » Phone » Email


» Technique » Fit & Feel » Lacing » FAQ

» Social Media Links » Store Locations

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SOCIAL MEDIA

CONNECTION

@altrarunning

altrazerodrop

altrazerodropop

@altrazerodrop

HASHTAGS

#ZERODROP#EMBRACETHESPACE#RUNBETTER

THE GOAL OF SOCIAL MEDIA CONTENT IS TO EXCITE, EDUCATE, AND CONVERT.

Excite and CelebrateWe entertain fans and future fans to get them excited with our brand, our beliefs, news, races, events, and new products.

Educate and Help

We educate runners on the differences in our shoes, and ways they can improve their training and lifestyle. We do this through our Learn To Run initiative, guest bloggers, form clinics and videos, and education content.

ConvertSocial media serves as a platform to help with customer service issues, aid in the decision process when buying, and to convert new and return customers.


TALENT / ATHLETES

TALENT

To present ourselves as leaders in the running industry, all of our talent must look like elite runners. We have an incredible team of athletes and ambassadors who have dedicated much of their life to running. Our talent should not only look the part with an athletic and toned body, running- authentic apparel and proper form—but also be an accomplished runner that can give the average customer someone to aspire to be.

By showcasing our elite team of athletes in all marketing material, we can legitimize ourselves with accomplished talent and associate their success with our products. It can be very easy to overlook even the tiniest of details when displaying talent. Everything from running apparel, facial expression, grooming and running form should be closely scrutinized at each photo shoot. Remember, the average brand viewer glances at any marketing material we pro-duce for only seconds. It’s crucial the lasting image we leave in their mind is authentic on every level.

When selecting talent, please contact the marketing manager for suggestions and approval. Our elite athletes have signed written sponsorship agreements and should serve as a great talent pool for any necessary photo shoots. To view our elite athletes, view the URL below:

http://blog.altrazerodrop.com/elite-athletes

Male Athlete

» Elite runner » Runs with proper form and technique » 22–34 years old » Toned but not overly muscular » Running authentic apparel » Convey confidence

Female Athlete

» Elite runner » Runs with proper form and technique » 22–34 years old » Toned but not overly muscular » Make-up and hair work is very minimal » Running authentic apparel » Convey confidence


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ADVERTISING

Every print advertisement concept targets the demographic of the publication it appears in. It is important we showcase the right shoe and talent in each ad and have content that compliments the imagery used.

WWW.ALTRARUNNING.COM

. MAX-CUSHIONED ZERO DROP™

. FOOT-SHAPED TOE BOX

. LIGHTWEIGHT & FLEXIBLE

. CROSSOVER CAPABILITY

Traverse any terrain in the first crossover shoe with max-cushioned Zero Drop™ and a foot-shaped toe box. Flexible, lightweight cushioning protects the feet across extreme terrain for hours on end while the foot-shaped toe box allows your feet to relax and spread out in uphill and downhill conditions.

PRINT ADS

Logo Maintain logo size, place-ment and style across all advertisements to help brand recognition.

Headline Each headline should catch a consumer’s attention, convey a benefit and do it in the shortest way possible.

Body Describe the product’s features and benefits in one or two sentences (three sentences max). It’s okay if you can’t give the product a full breakdown and analysis. The goal is to interest the consumer enough to visit our website and hopefully make a

purchase.

URL Our website should appear on every ad as shown. In some instances, trackable URL’s can be used.

Hashtag Every hashtag should be approved by our Social Media Manager and should de-scribe our brand tagline (ex. “Zero Limits”) or campaign (Ex. “Embrace The Space”).


Videos allow consumers to see product in action to decide whether the benefits are worth the cost. Each of our videos are shot in epic locations, with elite athletes and feature an authentic review of the shoe by the athlete.

VIDEO

37

Talent Call Out: Give our talented elite runners their due and our brand credibility by calling out our talent at the beginning of each video.

Technology Call Outs: Shoe technologies should be called out with motion graphics when references in the voiceover.

Social Menu: At the end of each video, use our motion graphic that calls out every Altra social media page.

OTHER FEATURES

» Location Call Outs » Voiceover » 1-Close Up Product Shots » 2-Interview Clips » Epic Full Motion Clips » Slow Motion Clips » Video Intro » Altra Logo Sign Off

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PACKAGING

FIRST IMPRESSIONS MEAN EVERYTHING

We all like to think we don’t judge a book by its cover, but it’s human nature to make purchas-ing decisions based off how something looks. Our product packaging should not only catch the eye of a consumer, but also provide a memorable brand identity for future purchases. Our logo and color palette should be recognizable at a distance on all products.

All apparel packaging should have a product name and bene-fits prominently displayed on the front panel. Technical details, social engagement and washing instructions should appear on the back, top and bottom panels respectively.

PACKAGING REQUIREMENTS

A

B

C

D

E I

J

K

L

FG

H

A / Altra Logo

B / Product Naming BarProduct Name, Product Category, Size or Detail

C / Product Image

D / Product Feature Call Outs

E / Sizing (if product has several sizes)

F / Website

G / Social Media Handles

H / Descriptor Paragraph

I / Materials

K / Space for UPC Label

L / Recycle Icon (when necessary)

Packaging will vary from product to product but refer to these guidelines as a reference for all packaging needs.


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STAVE OFF THE SWEAT / SPRINT TO THE FINISH

HEADBAND/// TECH STRETCH

ONE SIZE FITS ALL

OTHER EXAMPLES


APPAREL

BRAND PLACEMENT

An Altra-branded shirt can can be seen by fellow runners, passerby drivers or in any photos shared online. The benefits of this brand awareness far outweigh the cost of apparel. This is why proper logo size, color and placement is vital to maximizing our branding potential.

Acceptable Logo Usage

Unacceptable Logo Usage

Customer Service:[email protected]

Marketing Inquiries:Jeremy HowlettMarketing [email protected]

Media Inquiries:Colleen LoganVP of Marketing & Public [email protected]

Online Ordering and Tracking:877-322-0916 b2b.altrazerodrop.com

www.altrarunning.com

Documents

Altra brand book v1