Run Gum Signs Backbone Media as Agency of Record

Run Gum Signs Backbone Media as Agency of Record
Publish date:

EUGENE, ORE. - Jan. 23, 2018 

Run Gum, the leader in caffeinated energy gum, has selected Backbone Media to drive its public relations efforts. Backbone will help Run Gum build brand awareness around its zero calorie, sugar-free energy gum.

“Backbone has extensive experience in the active lifestyle space and will be key to help Run Gum reach a broader audience,” said Nick Symmonds, CEO and co-founder of Run Gum. “Run Gum already has a large following in the running space, and we know it’s going to take off in the lifestyle space once people realize it’s useful during any time of the day, not just before or during a run.”

A two-time Olympian in the 800-meter event, Symmonds co-founded Run Gum in 2014 with his coach, Sam Lapray, after experimenting with caffeine. A non-banned performance enhancing stimulant, caffeine is most optimally absorbed sublingually and is most commonly only offered in sugary energy drinks or coffee.

Drawing upon his biochemistry background, Symmonds eliminated the water, acid and slow absorption that hinders many of the current caffeinated products on the market. With no added calories or liquid, Run Gum is ideal for athletes looking for a quick boost before a race or anyone looking for a portable, fast-working burst of energy.

“Simply put, Run Gum is a healthy alternative to the typical caffeinated drinks on the market,” said Ian Anderson, Backbone Media partner and PR Director. “This gum has so many potential applications, from helping jetlagged travelers to serving as a calorie-free afternoon boost, that we’re excited to build awareness and spread the word about this amazing product.”


Founded by two-time Olympian Nick Symmonds and his coach Sam Lapray, Run Gum is an energy gum company with a mission of fueling and inspiring people to go further, accomplish more, and run the day. In 2014, they launched a caffeine-infused gum formulated to give users a quick boost in alertness, focus and energy. Learn more at


Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado.


Jen Burn