WHAT'S INCLUDED HERE:

What you can expect to find in the pages of this booklet:

1. AMBASSADOR EXPECTATIONS AND BENEFITS

What does it mean to be an Ambassador? What do you have to do to spread the Altra Love? What is expected of you? Here we have the go-to guide for being an awesome brand rep. You'll also find all the benefits you get for being on the team!

2. BRAND AWARENESS AND LOYALTYHow you can best represent Altra in your communities.

3. SOCIAL MEDIA AND ONLINE ENGAGEMENT

The low-down on preferred hashtags, platforms, and the type of engagement we like to see from our Ambassadors.

ALTRA AMBASSADORS 2015

4. ALTRA: THE HISTORY AND TECHNOLOGY

Here we'll teach you where we came from (spoiler alert: a toaster oven) and all about the technologies that set us apart from any other shoe company. We have a feeling you're already quite in love and familair with our awesome innovations.

5. ZERO LIMITS

How to: live a life of crushing goals and obstacles, and why it matters. Let's talk about what's coming for us in 2015.

6. CONTACTSWho's who on the Altra internal team and how you can get in contact with them, or send us digital high-fives, either way.

Welcome to the team! We hope that you've had some time online, including the Ambassador Facebook Group, to get to know your fellow teammates for 2015. We can all agree, we have a stacked team! Within this digital packet you'll find all the information you need about what being on the Altra team means, and how you can be an awesome Ambassador.

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A ONE-YEAR COMMITMENT

Each member of our 2015 Altra Ambassador team is expected to fullfill a one-year commitment through January 2016.

BLOG POSTSWe chose you as an ambassador because you do amazing things, we expect you to share those stories with our communities with blog posts. You are expected to write a minimum of 3 a year, however you can write for the Altra Blog as often as you like. The topic and length of the post is up to you- but it must be approved by Caitlin. Email all blog posts to caitlin@altrafootwear.com

ACTIVE COMMUNITY INVOLVEMENTWhether it's in local running stores, at local races, or online, you are an active representation of Altra. We expect that at these events, in your local stores, and online that you'll be a positive rep for Altra. If you like something about your shoes, or have a great adventure in them, please share it within your communities and networks.

SHOE LAUNCHES AND MARKETINGThe Ambassador team will be responsible for helping launch new shoes and marketing campaigns throughout the year. We expect participation in these launches- it's an awesome opportunity to be the first people to know about shoe launches! Your networks will be the first people to know about all the new stuff going on with Altra. All you have to do is share the news!

AMBASSADOR EXPECTATIONS

BRAND LOYALTYAs an Ambassador, you are a living, breathing representation of our brand. All we ask is you return our faith in you with your faith in us! Do not wear product from competing running shoe companies or create content that promotes them instead of us. We want YOU on our side!

BE YOUYou are on this team because you bring something unique to the table, keep doing it. What you do within your sport and within your communities is invaluable.

SOCIAL MEDIA INVOLVEMENT

We expect that all ambassadors will be active online. If you aren't already, please choose a platform that you like and become active on it. Be yourself, but please be active.

FEEDBACKYou are directly connected to engineers, designers, and other really talented people who work on creating the best shoes possible. We count on you to tell us what you love about the shoes and what changes you would like to see made in the future. You are an invaluable resource of knowledge and experience. Please share your thoughts on the shoes with us, and share them often!

As a team, we'll experience success if we all work individually to bring our unique experiences and perspectives into the culture of Altra. Here's what we expect of you.

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RACING KIT

We'll provide you with a custom kit for all your races and events; this includes lifestyle t-shirts, racing singlets, socks, and hats.

SHOES

As an Ambassador you'll receive 2 free pairs of shoes a year, plus access to get 50% off additional shoe orders throughout the year. To order your 2 pairs of Ambassador shoes, email Caitlin with your shoe size, style, and color preference. Shoe orders take about 7 business days to ship- plan accordingly

SUPPORT AND PROMOTIONWe are proud of you and want to share your success with the world! When you have a great race, awesome training day , or cool blog post- tell us! We'll share and spread your name throughout our community.

SHOE DEVELOPMENT

You get direct access to product developers, enginners, and founders to tell them what you want to see in your shoes in the future. You are the voice of the people for product development.

AMBASSADOR BENEFITS

EARLY ACCESS

You get exclusive early access to new shoes, upcoming releases, and new technologies we're developing- you can generally order new releases about 2 weeks before they are released to the public.

PHOTO + VIDEO SHOOTS

As a creative team, we look at our athletes and Ambassadors first when selecting talent for photoshoots and video. If selected to work on these projects, this gives you a unique opportunity to tell your story in print, tv, tradeshows and online.

RACE ENTRIES

Does Altra sponsor a race you want to run? if so, we may be able to get you an entry. This varies for every race, depending on how many entry spots we have. Please contact our events coordinator, Chloe, for more information on your specific race.

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LOYALTY

As an Ambassador you agree to wear and promote only Altras when racing and training.

AWARENESS ONLINE

A huge part of helping people be aware of Altra is being active and engaged online. You can do this by finding a unique way to tell how you live Zero Limits with Altra online. Connect with your audience in ways that make sense and feel natural for you. We'll have specific guidelines for interacting on social media later.

AWARENESS IN YOUR COMMUNITYBe a positive representation of your sport and of Altra in the community and at races and events by proudly wearing your Altras and talking about them with those you meet. This should also feel natural, it's easy to talk about what you love! Find ways that community involvement make sense for you.

BRAND AWARENESS

WHERE WE'RE SOLD

Feel free to encourage people to shop online and in their local running store! The more we can support our local running stores, the better. You can work with your local reps and local stores, we're also sold online and directly through www.altrarunning.com

GEAR AND TECH QUESTIONS

If someone in your community has a question you can't answer, the Altra website is a great place to learn about the technology and the shoes. The Altra Ambassador Facebook group is a great resource, and you can always email Caitlin if you're stumped.

Part of being an Ambassador is being united in a common purpose, and we can all achieve that if we work together to help others know about Altra and spread awareness in our communities. This is a quick guide as to how you can help your networks be aware of the brand.

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FACEBOOK Find us at: Facebook.com/AltraRunning-Our Goals: To grow the audience, share news and content, and to foster a community that works together to achieve their goals. -Your Goals: Interact with your own network and the Altra page on Facebook, by sharing your stories, answering questions, sharing photos of you runnning, feelings as you continue training, and what you love about Altra. Participate in shoe launches when given new images to share with your friends and family and work together with the marketing team (Caitlin, Ryan, and Jeremy Howlett) to support campaigns by putting your unique spin on it and sharing it with your networks. Share content that you like from the Altra Facebook group. We will update you on all marketing campaigns on the Facebook Group. Your purpose on Facebook is to be you and show what you love about the sport- you don't have to talk about Altra everyday, we just want you to genuinely share what you love about the shoes and how they help you train and live with Zero Limits.

INSTAGRAMFind us at: @AltraRunning-Our Goals: To grow our audience and inspire all athletes through awesome imagery and videos. -Your Goals: Tag Altra in all training and running photos. We love landscape shots and awesome photos of scenery! You don't have to post only photos of your shoes- the more interesting and unique the photo, the better. We share the best ones we get tagged in! Add 'Altra Ambassador" to your bios!Best Hashtags: #ZeroLimits, #AltraRunning #EmbraceTheSpace, in addition, you can search out and use other popular hashtags, like #instarunners #marathontraining #trailrun, etc.

ALTRA SOCIAL MEDIA

TWITTER

Find us at: @AltraRunning-Our Goals: Share information, interact with, and grow an engaged audience. -Your Goals: Tag us in your tweets, photos, and engage with those who are engaging with us- this is often an opportunity for you to offer advice and share what shoes you like and why. Be sure to add 'Altra Ambassador to your bios! Retweet our tweets that you like!Best Hashtags: #ZeroLimits, #AltraRunning, #EmbraceTheSpace

YOUTUBE

Find us at YouTube.com/AltraZeroDropOur Goals: To post and share awesome videosYour Goals: To post and share our awesome videos on every platform- If you see one of our videos and you like it, share it! If you post on YouTube be sure to link us so we can share your videos too.

One of the best things about Altra is the passionate online community we've grown over various social media platforms. Here we'll explain our goals this year, the best practices for Ambassadors on these various platforms, and show you what we love to see. As a general rule, you can never go wrong when you tag us in everything! As we've said before, be you and find out what works for you on each platform.

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BLOGS-Add the Ambassador 2015 badge to your blog! -We ask that each Ambassador provide blog posts (1 every 4 months or more) This can be something that you write on your own blog that can be reposted and shared on the Altra Blog, or something solely written for the Altra Blog. You can choose the topic and it can be anything related to your sport- training, hydration, nutrition, recovery, motivation, personal stories, etc. Email Caitlin your topic and she will approve it and set a date for the blog post. -You can do giveaways for shoes on your blog! If this is something you're interested in, email Caitlin for details.

DO:

-Post pictures of what you love to do, tag Altra, and use preferred hashtags.

-Post photos that inspire others and "stop the scroll"- experiment with what kinds of pictures get the most interaction for you.

-Speak to your tribes about what matters to you, and share Altra content if it inspires you.

-Share stories about training, and specific things you like about your Altras.

-Be you, be genuine, and connect with others in a way that's true to you.

-Encourage others to try Altra

-Engage with Altra, be a leader within your space. and spread focused messages as a team (as given by the Altra marketing team).

ALTRA SOCIAL MEDIA

DON'T:

-Post low quality images every day.

-Complain on social media about new updates in the Altra line, or shoes you don't like- these suggestions are better directed to the internal product development team.

-Post images promoting other brands of shoes, remember you're an Altra Ambassador for all of 2015!

-Post photos of solely your shoes everyday- we want to see what adventures you're having in them!

Here are some tips and best practices.

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ALTRA HISTORY AND TECH

Here's the story of how Altra got it's start, from one of our Founders, Golden Harper.

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Since the mid 1990's, runners have come to my family's running store in the Wasatch Mountains complaining of knee pain, shin splints and recurring foot pain. As a competitive runner who ran a world best 2:45 marathon at age 12, I understood their issues. My college research on running injuries, combined with video analysis at our store, made it easy to see that the design of traditional running shoes promoted poor form and excessive impact.

For decades, virtually every running shoe has featured pointy toe boxes and heels that were twice as thick and heavy as the forefoot. While shoe companies claimed this design would protect your body from running injuries, the scientific research did not agree.

After unsuccessfully lobbying shoe companies for years to change their design, I decided to modify shoes into something that could encourage low impact running technique and prevent injury.

Using the research as my guide, I went to work with my trusty toaster oven to try and solve my customer's injury problems. I melted outsoles off of traditional running shoes and removed the excess heel elevation. It was ugly, but it worked! I coined the term "Zero Drop" to describe how the level cushioning no longer dropped from the heel down to the forefoot. We enlisted our local shoe cobbler to modify our customer's current running shoes to Zero Drop. This worked so well at reducing injuries that we had nearly 1,000 customers buy and modify their shoes that first year! Luckily, some of the best and most innovative minds in the running shoe industry contacted us. With their expertise and two years of development, we created the world's first cushioned, Zero Drop shoes. We built them to be optimal for long distances and to avoid the foot problems that are now common with minimalist shoes.

Zero Drop was just one of the steps we took to return runners' feet to their natural position. The research made it clear that our shoe needed a toe-box that actually mirrored the shape of a healthy foot—imagine that! We built the distinctive FootShape™ toe box specifically to help alleviate foot problems, including bunions, neuromas and plantar fasciitis. It also enhances stability and comfort while providing a more powerful push-off.

I want to thank the thousands of runners who have embraced our concept and have made Altra one of the Top 10 running shoe brands in only a couple of years. Our entire team runs and races distances from 5k to 100 miles and personally test our shoes to ensure comfort, whether you are running for 30 minutes or 30 hours.

Running is a big part of our lives, and I truly believe that our shoes can help people run better and realize that there are zero limits to what they can accomplish.

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ZERO DROP

Every Altra running shoe features a fully cushioned Zero Drop™ platform that places the heel and forefoot the same distance from the ground. This natural balance aligns the feet, back and body posture for less impact. It also strengthens the Achilles and lower calf muscles that have been weakened over a lifetime of running on elevated heels.

Benefits:-Heel and forefoot are the same distance from the ground-Promotes proper form to reduce initial impact by 3–5 times.-Natural Achilles loading for better propulsion-1-to-1 ratio naturally aligns feet, back and body posture-Encourages better running technique-Weight-balanced from front to back

NOT LIKE THE OTHERS-FOR GOOD REASON

Altra's complete line of Zero Drop footwear separates us from most running shoe companies that feature shoes with elevated heels. Running in elevated heels removes the foot from its natural position and encourages high-impact overstriding.

After countless customers entered his family running store complaining of pain and injury, Altra founder Golden Harper felt compelled to develop a solution. His college research on running injuries, combined with video analysis of running technique, made it easy to see the design of traditional running shoes promoted poor form and excessive impact.

Using a toaster oven, he began to melt the outsoles of customers' shoes and carve out unnecessary heel cushioning. It was ugly, but it worked! Harper coined the term "Zero Drop" to describe the level cushioning and perfect weight balance from heel to forefoot.

Runners immediately felt the difference. It was their results and running success that fueled the creation of Altra Running.

ALTRA HISTORY AND TECH

Our team is always pushing for the best in innovation and technology. Here are the 3 pillars of Altra Technology that you need to know.

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FOOTSHAPE™ TOE BOX

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 FootShape™ toe box allows the toes to relax and spread out naturally and the big toe to remain in a straight position. This enhances stability and creates a powerful toe-off to maximize running performance. We wish we could call it some scientific breakthrough, but we're simply giving your foot the working space it needs.

BENEFITS-Keeps big toe straight for greater stability and a more powerful toe-off-Allows toes to relax and spread out naturally-Allows foot to naturally stabilize excess pronation

REPLICATING PERFECTIONThe human foot is an anatomical masterpiece. It's designed for stability, speed, and to get you from point A to point B. At Altra, we choose not to mess with perfection and simply let your foot do its thing. Every Altra shoe features a last that has been molded around the healthy position of a human foot. A shoe last is a 360-degree model of a foot used to create the shoe's heel, instep and toe box dimensions. Unlike other shoe companies that alter the last to make the shoe look more sleek and fast, we've chosen to let your foot decide the shape of the shoe.

ALTRA HISTORY AND TECH

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Our shoes are not wide, they're Foot-Shaped!

FULLY CUSHIONED

Altra Running is the only running shoe company to provide a complete line of fully cushioned Zero Drop running shoes. Our lightweight blend of EVA and A-Bound™ cushioning runs evenly from heel to toe and is weight balanced from front to back to encourage proper low-impact running technique.

ALTRA HISTORY AND TECH

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Z E R O D R O P ™ P L A T F O R M

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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 FootShape™ toe box allows the toes to relax and 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 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 a low-impact landing.

DEFEND YOUR FEET FROM IMPACT WITHOUT DISRUPTING FORM

Traditional thought says cushioning reduces impact and protects the joints, yet injury rates remain the same. Cushioning does protect your foot from ground impact, but it’s proper technique that protects your joints. Altra accomplishes both with full-layer A-Bound™ cushioning that protects the feet from hard surfaces and a Zero Drop™ platform that encourages low-impact, joint-protecting technique.

RUN FASTER RUN FARTHER RUN PROTECTED

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ALLOWS YOUR TOES TO RELAX AND SPREAD OUT NATURALLY.

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

PROTECTS YOUR FEET FROM HARD SURFACES WITHOUT SACRIFICING PROPER FORM.

7 SHOE RELEASES

SPONSORED EVENTS AROUND THE

WORLD

GROWTH IN WORLDWIDE DISTRIBUTION

PUSHING THE LIMITS WITH

AMBASSADORS AND ATHLETES

THOUSANDS OF ADVENTURES

LIVING ZERO LIMITS

Altra is cruising towards another amazing, innovative year in 2015, and we couldn't do it without Ambassadors like you. We want to help empower you to live with Zero Limits, whatever that means for you, we encourage you to define it and pursue it with all you've got. Please let us know if we can help you towards your goals. Here's what's coming for Altra in 2015:

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SOCIAL MEDIA, SHOE NEEDS, AND NEWS

CAITLIN ANDERSONPHONE: (801) 814-8272EMAIL: CAITLIN@ALTRAFOOTWEAR.COM

EVENTS

CHLOE STAUFFEREMAIL: CHLOE.STAUFFER@ALTRAFOOTWEAR.COM

MARKETING JEREMY HOWLETTEMAIL: JEREMY@ALTRAFOOWEAR.COM

RYAN PARKINSONEMAIL: RYAN.PARKINSON@ICONFITNESS.COM

PRODUCT DEVELOPMENT

ZAC MARIONEMAIL: ZAC@ALTRAFOOTWEAR.COM

AMBASSADOR CONTACTS

GEAR, GOODIES, AND RETURNS

KARLI MILLERKARLI@ALTRAFOOTWEAR.COM

Our team is dedicated to your success, between these contacts you'll have everything you need right a your fingertips.

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STORE ACCOUNTS BRIAN ROBERTSBRIAN.ROBERTS@ALTRAFOOTWEAR.COM