Newton Running launched its first e-commerce site this week. Founded by a group of elite runners, coaches and inventors in Boulder, Colorado, Newton Running uses patented technology inspired by Sir Isaac Newton’s elemental laws of motion.

Newton’s third law of motion states that for every action there is an equal and opposite reaction. Newton Running applies The Science of Motion™ with a design that absorbs the energy of a runner’s impact on the ground and then releases it to propel the runner forward.

Newton Running shoes will available for purchase exclusively through Newton’s website.