Newton Running will be the official footwear and run course sponsor of the Ironman triathlon in the U.S. for three years. The connection between Newton Running and Ironman is particularly strong, as the company sold its first pair of running shoes ever at the Ironman 70.3 California event in 2007. Newton Running will be supporting Ironman events across the U.S. starting with the 2013 Accenture Ironman 70.3 California, taking place in Oceanside, California, on March 30. An Ironman 70.3 is a middle-distance triathlon race covering a total of 70.3 miles. Each distance of the swim, bike and run segments is half the distances of the same segments in an Ironman triathlon. Newton's plans for full event activation will begin at the Memorial Hermann Ironman Texas, on May 18. In celebration of the new partnership, Newton Running is hosting a launch party in Boulder, Colorado, where the company is headquartered, at the end of January, featuring special guests from the Ironman arena.