Altra Selects Groundswell PR as Public Relations Agency of Record

November 11, 2020

Charleston, S.C. (November 11, 2020) Groundswell PR, an outdoor, active lifestyle and sustainable products public relations agency, announced today that it has been named the public relations agency of record for Altra, an innovator in the performance footwear category. Altra selected Groundswell PR as its strategic partner to help expand and reach new audiences through awareness and product campaigns.

Based in Denver, Colo., Altra was born after founder Golden Harper became frustrated that modern running shoe technology caused poor running form and had not decreased running injuries. His passion to create a shoe that followed the science produced Altra’s FootShape™ toe box and Balanced Cushioning™ platform. Since its founding in 2011, Harper and co-founder Brian Beckstead have grown Altra from one to 30 shoe styles, winning multiple Editor’s Choice awards and distribution in more than 60 countries.

“We looked for an agency partner that has the background and experience necessary to continue to drive growth momentum at Altra,” said Shanna Burnette, Global Community and Partnerships at Altra. “It’s an exciting time at Altra and Groundswell PR not only demonstrated its ability to help us connect with our audience on an emotional level, but how they will work alongside us as we change the game in running shoes.”

As the company looks to grow its audience, Altra will look to Groundswell PR and its media relations expertise to expand awareness, educate and inspire runners through thoughtful and engaging communications. Groundswell PR will provide ongoing expertise on public relations initiatives to build its reputation in the running footwear industry.

“The team here at Groundswell PR are fueled by companies that lead with a clear purpose and Altra has one that hits close to home to our crew of road and trail runners,” shared Caroline Kelm, Groundswell PR Co-Owner. “We will work hand-in-hand with Altra to amplify the life-changing benefits that their running shoes provide and elevate the brand as a catalyst for what it means to run naturally.”

For more information, please visit www.groundswellpr.com or follow on Instagram for the latest.


About Groundswell PR

With over 20 years of collective active lifestyle public relations and marketing experience, Groundswell PR specializes in maximizing media, consumer and industry exposure for companies, destinations and organizations looking to increase sales and capture new and exciting audiences. Groundswell’s extensive mix of marketing services combine authentic branding and communication methods with a lifetime of rad experiences deeply rooted in the outdoor, action sports and natural products industries. Groundswell PR is a boutique shop located in Charleston, South Carolina. For more information, visit www.GroundswellPR.com.

About Altra:

Altra was founded in the backroom of a small specialty running store in the Wasatch Mountains of Utah. Since the beginning, the goal has been to create innovative and purposeful running shoes that help people run more naturally. Altra’s unique platform includes a FootshapeTMtoebox that allows the toes to relax and spread out which enhances stability and encourages natural running form. Balanced Cushioning™ platform that positions the heel and forefoot at an equal distance from the ground, cultivating optimal alignment, better form and a low-impact landing. Altra is on a mission to unleash human potential by inspiring the world to move naturally. Be a part of our journey and follow along on InstagramTwitter and Facebook.