Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In


Press Releases

Rock's Hurt!

GoLite Footwear Launches New Campaign "Rocks Hurt"

Get access to everything we publish when you sign up for Outside+.

GoLite Footwear Launches New Marketing Campaign
“Rocks Hurt” Highlights Product Story with Humor

NEWMARKET, NH, July 26, 2011 – GoLite Footwear launched a new marketing campaign earlier this month called “Rocks Hurt”. A full-page print ad in the July/August issue of Trail Runner magazine kicked off the program featuring a scientist holding the Tara Lite trail running shoe in a laboratory setting. The ad copy referenced the significant research which had been conducted in order to reach the conclusion that rocks hurt.

The ad was followed up last week by the release of a satirical YouTube video which illustrates this research using actual trail runners accompanied by a press release which expounds on the company’s excitement over these results.

“Our objective was to tell the GoLite product story in a fun and memorable way, and the response from consumers has been overwhelmingly positive”, says Scott Briggs, President of GoLite Footwear.

The company’s Zero Impact series of shoes is designed to embrace natural movement while providing protection that is necessary for running on rugged, uneven terrain. Through focus groups and research, GoLite Footwear’s product team learned that minimal shoes do not provide adequate protection for many trail runners. While lighter weight shoes and a zero drop heel were recognized as important features, they often suffered from bruises when stepping on rocks in very minimal shoes. GoLite Footwear allows trail runners to break the compromise between protection and minimal shoes.

Retailers visiting the GoLite Footwear booth at the upcoming Outdoor Retailer Show will see the rest of the campaign come to life through video, graphics and other collateral.

“Rocks Hurt” video:
GoLite Footwear website:

Facebook page:!/pages/GoLite-Footwear/191592820873
YouTube Channel:

About GoLite Footwear
GoLite Footwear designs innovative shoes for trail running and outdoor pursuits where the terrain is uneven, the conditions are unforgiving and the reward is knowing just how far you can push yourself. Their patented technologies improve traction, stability and cushioning while promoting the body’s innate ability to sense and adapt to its environment.

GoLite Footwear can be found at premium running stores across the country and online at,, and other trail running websites. GoLite Footwear is distributed throughout the US, Canada, Australia and New Zealand and is a division of New England Footwear.