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Newton Running is a footwear company that specializes in creating running shoes designed to promote natural running form. The company was founded in 2007 by Danny Abshire and Ian Adamson, and their shoes feature a unique technology called "Action/Reaction" that provides a responsive and cushioned feel. Newton Running shoes are known for their distinctive lug design on the sole, which encourages a midfoot or forefoot strike, rather than a heel strike. This design is intended to reduce the risk of injury and improve running efficiency. Newton Running has gained a dedicated following among runners who appreciate their focus on biomechanics and natural running mechanics. The company continues to innovate and develop new technologies to enhance the running experience for athletes of all levels.