Altra brand book v1 by Jake Steele

ZERO LIMITS

BRAND BOOK / 2014 / ALTRA

TABLE OF CONTENTS

THE TABLE OF CONTENTS p / 3

The Niche & The Need

/ Why Altra?

p / 4

A Journey Without Limits

/ Zero Limits

p / 6

Revolutionizing The Run

/ The Vision

Leading by Example

/ Our Mission

p / 7

Five Core Values

/ Core Values

p / 13

Chemistry of a Runner

/ Our Customer

p / 14

From Toaster Oven To Top 10

/ Our Story

p / 16

An Award-Winning Recipe

/ USP

p / 18

Innovation In Motion

/ Technology

p / 20

Brand Guidelines

/ Brand Guidelines

20 / Logo Usage

32 / Social Media

22 / Typography

34 / Talent, Althletes

24 / Color

36 / Advertising

26 / Messaging

38 / Packaging

28 / Photography

42 / Apparel

30 / Website

JASON SCHLARB / Altra Athlete Santorini, Greece

BRAND BOOK / 2014 / ALTRA

WHY ALTRA?

THE NEED & THE NICHE We werenâ&#x20AC;&#x2122;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-impact technique and allows your feet to remain in a natural, relaxed position across every terrain.

JOSH ARTHUR / Altra Athlete Snowbird, Utah

#ZEROLIMITS

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.

BRAND BOOK / 2014 / ALTRA

VISION / MISSION

Our Vision

Our Mission

REVOLUTIONIZING THE RUN

LEADING BY EXAMPLE

We are runners who strive to improve the running ex-

We believe that there is no reason why an individual cannot

perience and encourage people to get into running. Our

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

mission is to help every runner realize that with proper

increase the amount of runners in the world in a fiscally

technique and a comfortable run, there are Zero Limits

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

to what they can accomplish.

ning, we will have the exposure, reputation and expertise to produce not only premier products, but quality individuals inside and outside of the company.

ALTRA CORE VALUES ONE

DEVOTION 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.

BRAND BOOK / 2014 / ALTRA

CORE VALUES

TWO

AUTHENTICITY 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.

THREE

PASSION 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.

BRAND BOOK / 2014 / ALTRA

CORE VALUES

FOUR

INNOVATION 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.

FIVE

INSPIRE 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.

BRAND BOOK / 2014 / ALTRA

OUR CUSTOMER

Our Customer

CHEMISTY OF A RUNNER Understanding 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

WHY DO THEY RUN?

Prime Market / 22-52 yrs

Most run to unwind, escape and de-stress.

Run Specialty / 42 yr Female

Elite runners train for competitions.

GENDER INDUSTRY

ALTRA

Adventure runners are adrenaline junkies who seek rugged mountain trails.

»» 60% Female »» 40% Male »» 60% Male »» 40% Female

INCOME LEVEL $75,000 + Annually

EDUCATION

Some use it as a tool to stay in shape.

ANNUAL PURCHASES

BUYING RESOURCES

RUNNING SPECIALTY AVERAGE

»» Altra website

»» 3-6 pairs per year

»» Online blogs

»» 2-4 outfits per year

»» Runner’s World, Running Times and other magazines

RUNNER TYPE

»» Retail employees

Beginner

»» Social media

Middle-of-the-Pack

Majority are college educat-

Determined distance runner

ed and research every shoe

Adventure runner

purchase.

Elite runner

»» Coaches »» Peer influence »» Trade shows, race expos »» Digital Media »» Television

BRAND BOOK / 2014 / ALTRA

OUR STORY

FROM TOASTER OVEN TO TOP 10 Altra was originally created to help injured runners learn good running technique and overcome their chronic knee, foot, shin, and back pain. 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 customer’s injury problems. I began melting off outsoles and removing 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 incredible 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 biomechanical experts known, we started Altra to give a better, healthier running experience to the masses.

BRAND BOOK / 2014 / ALTRA

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 consists of Ultra Marathoners and Triathletes who understand the need for a shoe that lets people run faster, farther, and better. Weâ&#x20AC;&#x2122;ve seen our shoes reduce injuries, improve running technique, and change lives. We believe they will help you run better and healthier too!

Golden Harper, Altra Founder

Founding Partners: Jeremy Howlett & Brian Beckstead

OUR STORY

USP

AN AWARD-WINNING FORMULA

001

FOOT-SHAPED TOE BOX ™

Altra 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 ALLOWS YOUR TOES TO RELAX AND SPREAD OUT NATURALLY

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 ™

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-pronation, enhances stability and creates a powerful toe-off to maximize running performance.

RUN FASTER

BRAND BOOK / 2014 / ALTRA

002

USP

CUSHIONED ZERO DROP

™

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

003

M E TA P O D T E C H N O L O G Y ™

METAPOD™ OUTSOLE MAPS THE BONES AND TENDONS OF YOUR FOOT FOR A NATURAL FLEX A ND SUPERIOR TRACTION

RUN THE WAY YOU WERE BORN TO

LET YOUR FEET FLEX WHERE THEY WANT 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 encourages landing with a bent knee and soft foot strike to reduce impact by 3–5 times.

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 17

BRAND BOOK / 2014 / ALTRA

TECHNOLOGY

The Technology

INNOVATION IN MOTION Foot-Shaped™ Toe Box Allows 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-Bound Made 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! MetaPod This 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. GaiterTrap This 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.

InnerFlex Grid-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. StabiliPod This 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. StoneGuard Sandwiched 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. TrailClaw This 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. CheckerTrail The 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.

BRAND GUIDELINES

ASHLEY PAULSEN Snowbird, UT

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

THE LOGO 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.

Primary Logo Use

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

Secondary Acceptable Logo Use

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

Journey Mark

BRAND BOOK / 2014 / ALTRA

IMPROPER LOGO USAGE

BRAND GUIDELINES

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.

Translation...donâ&#x20AC;&#x2122;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.

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

TYPOGRAPHY 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.

AaBbCc 0123 Univers

Bold Condensed // Headline ––

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 £$%&*()!?.,:;®» Condensed // Body Copy (9-12 pt) ––

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 £$%&*()!?.,:;®» Condensed italic // Body Copy (9-12 pt) ––

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 £$%&*()!?.,:;®» FONT APPLICATIONS: Catalog, Print Advertisement

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

AaBbCc AaBbCc 0123 0123 Gotham

Raleway

Black // Headline ––

Bold // Headline ––

Book // Body Copy (9-12 pt) ––

Regular // Body Copy (9-12 pt) ––

Medium // Body Copy (9-12 pt) ––

Thin // Body Copy (9-12 pt) ––

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

FONT APPLICATIONS: Website, Web Related Content

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 £$%&*()!?.,:;®»

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

COLOR ALTRA PRIMARY COLOR PALETTE 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.

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

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

COVERAGE: 40%

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.

WHITE

APPLICATIONS: Headers, Subheaders, and body copy overlayed in images or on the red or black tones. COVERAGE: 40%

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.

RICH BLACK CMYK: 100,100, 100, 100 RGB: 0, 0, 0 COVERAGE: 20%

????????????????? ????????, Hawaii

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

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.

Aspirational All 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 possible to maximize the short amount of time a consumer glances at our products and marketing material. Use crisp, active sentences 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 Messaging Different 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 Runner We 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 approachable 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.

BRAND BOOK / 2014 / ALTRA

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

BRAND GUIDELINES

There are no spaces between words in the following technologies: »» A-Bound »» MetaPod »» InnerFlex »» StabiliPod

»» StoneGuard »» TrailClaw »» CheckerTrail

WORD USAGE

POWER WORDS

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

We should invoke emotion in everything we do. Our goal is to educate 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:

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

AUTHENTIC AWARD-WINNING COMFORTABLE EFFICIENCY FORM-IMPROVING INNOVATIVE NATURAL JOURNEY RELAXED REVOLUTIONARY

Drop Shoe…”

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

PHOTOGRAPHY 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

Indoor »» Clean, White Sweep A

PERSPECTIVE A / Landscape

B / Close Up

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.

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 success 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.

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

BRAND BOOK / 2014 / ALTRA

WEBSITE ALTRA WEBSITE / altrarunning.com

BRAND GUIDELINES

BRAND BOOK / 2014 / ALTRA

Our website is an experience, not a catalog. While our brand has extended its reach across thousands of worldwide stores, the website 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 experience. 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 highlights are first, followed by education then our brand story.

BRAND GUIDELINES

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

»» Technique »» Fit & Feel »» Lacing »» FAQ

Story »» Started by Runners, for Runners

Contact »» Phone »» Email

»» Social Media Links »» Store Locations 31

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

SOCIAL MEDIA @altrazerodrop

HASHTAGS #ZERODROP #EMBRACETHESPACE #RUNBETTER

@altrarunning

CON N E CT ION

altrazerodrop

altrazerodropop

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

Educate and Help

Convert

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

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.

Social 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.

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

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 produce 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

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

ADVERTISING PRINT ADS

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. Logo Maintain logo size, placement 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.

. MAX-CUSHIONED ZERO DROP™ . FOOT-SHAPED TOE BOX . LIGHTWEIGHT & FLEXIBLE . CROSSOVER CAPABILITY

Body

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.

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

WWW.ALTRARUNNING.COM

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 describe our brand tagline (ex. “Zero Limits”) or campaign (Ex. “Embrace The Space”).

BRAND BOOK / 2014 / ALTRA

VIDEO

BRAND GUIDELINES

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.

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.

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

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

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

PACKAGING FIRST IMPRESSIONS MEAN EVERYTHING We all like to think we donâ&#x20AC;&#x2122;t judge a book by its cover, but itâ&#x20AC;&#x2122;s human nature to make purchasing 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.

C D

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

K J

PACKAGING REQUIREMENTS A / Altra Logo

E / Sizing (if product has several sizes)

K / Space for UPC Label

B / Product Naming Bar

F / Website

L / Recycle Icon (when necessary)

Product Name, Product Category, Size or Detail

G / Social Media Handles

C / Product Image

H / Descriptor Paragraph

D / Product Feature Call Outs

I / Materials

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

BRAND BOOK / 2014 / ALTRA

BRAND GUIDELINES

OTHER EXAMPLES

/// TECH STRETCH

HEADBAND ONE SIZE FITS ALL

STAVE OFF THE SWEAT / SPRINT TO THE FINISH

BRAND BOOK / 2014 / ALTRA

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

BRAND GUIDELINES

Customer Service: 1-888-851-9411 contact@altrafootwear.com Marketing Inquiries: Jeremy Howlett Marketing Director 801-520-0090 jeremy@altrafootwear.com Media Inquiries: Colleen Logan VP of Marketing & Public Relations 435-757-4601 clogan@iconfitness.com Online Ordering and Tracking: 877-322-0916 b2b.altrazerodrop.com