On Dec 28th, 2008, I wrote a post about Newton Running Shoes’ packaging. It was different. It was cool. It was eco-friendly…or not.



I received a comment from Sir Isaac Newton himself (or maybe just Ian
Anderson from Backbone Media just doing his job) stating that the packaging had changed
for the sole purpose of becoming more environmentally conscious I
started digging.



Turns out:

“From Newton Running…

The shoebox featured in this story was designed by our advertising
agency and submitted to several design competitions. We liked this
design but after a lot of research we discovered it is not very
sustainable for us to produce or ship the molded pulp shoe boxes.