Reebok Revisits the Retro Game With the Pump Technology

In 1989, Reebok introduced the original Pump performance shoe and within four years sold more than 20 million pairs. Today, fifteen years later, Reebok unveils the Pump 2.0 - the first shoe that automatically custom fits to the foot. The evolution of the original Pump, the Pump 2.0 features groundbreaking customization technology to truly revolutionize the sport of running.

"In today’s world of customization, consumers want products that easily adapt to their active lifestyle," said Dennis Baldwin, Reebok’s chief marketing officer. "Reebok responds to this need for true customization with the Pump 2.0 -- a shoe that not only automatically custom forms to the consumers foot, but more importantly perfectly fits the consumers way of life. "

Athletes are consistently looking for a shoe that offers the "perfect fit." However, because all feet are different, performance shoes of the past have not been able to offer this individualized customization. In spring 2005, Reebok makes this seemingly impossible feat possible with the introduction of Pump 2.0. Created by NASA and MIT-trained engineers, the Pump 2.0 provides runners with a customized fit for all foot shapes by surrounding the athlete’s foot with an automatic form-fitting air chamber.

How does the Pump 2.0 work?

The Pump provides a custom fit by surrounding the foot with an automatic, form fitting air chamber. Inflating the chamber causes the shoe to form to the exact shape of the athlete’s foot. A large volume Pump actuator is located inside the heel of the shoe. When the athlete takes approximately five steps the Pump actuator is compressed and causes the shoe to automatically inflate. The shoe pumps up until the air chamber is inflated enough to form a custom fit around the runner’s foot. This inflation causes the shoe to form to the exact fit of the runner’s foot. Through this cutting-edge customization technology, runners simply insert their foot and go, with no lacing required.

How does the Pump 2.0 know when to stop inflating?

The answer to this question has been engineered into the "smart valve" of the shoe. The "smart valve," located on the upper heel of the shoe, is designed to never allow inflation beyond 5 pounds per square inch (PSI) of pressure. Reebok’s team of scientists and engineers discovered that for most foot types, 5 PSI is the optimal pressure point when a form fitting custom fit is achieved. To take off the Pump 2.0, the athlete simply needs to press the "smart valve." The valve releases the air to loosen the shoe.

The Pump 2.0 also features DMX Shear cushioning technology which provides horizontal cushioning to help lessen and distribute the stress of runner’s heel strike. On impact, DMX Shear helps smooth the transition from braking to push-off to keep the runner’s stride smooth. The Pump 2.0 will be available for both men and women for a suggested retail price of $100.

In addition to the Pump 2.0 running shoe, Reebok also introduces the ATR Pump performance basketball shoe. Debuting for the first time in February 2005, just in time for the NBA All-Star Game, the ATR Pump is a futuristic modern-day twist of the original Pump shoe Dee Brown wore to win the Slam-Dunk Contest back in 1991. The ATR Pump is inflated manually by pumping the ball located on the outer ankle area of the shoe. The shoe can be inflated until it reaches the athlete’s perfect custom fit. Subsequently, the pressure can be released to loosen the fit as the valve is held down. All Reebok athletes participating in this season's NBA All-Star festivities in Denver, including Baron Davis, Allen Iverson and Kenyon Martin will be wearing the ATR Pump. The ATR Pump also features a herringbone, high abrasion outsole for traction and durability, a sculpted EVA midsole for lightweight comfort and ankle strap closure for support for a suggested retail price of $100.

Especially created for consumers looking for a lifestyle counterpart to the performance Pump, Reebok has also brought back several retro Pump shoes in limited editions in select boutiques. Styles such as the Court Victory tennis Pump and Pump Bringback basketball Pump have connected strongly with sneakerologists and fashion-driven consumers who prefer an old school look. Fashion iconic celebrities such as Usher, Ashton Kutcher and P. Diddy have all received pairs of the Pump Bringback and Court Victory. Both styles are currently available at retail for suggested prices of $125 (Court Victory) and $175 (Pump Bringback).

Beginning in January, 2005 Reebok will launch an aggressive Pump marketing campaign including online, out-of-home billboards, radio, print ads in key publications such as ESPN Magazine, Maxim, Complex, Rolling Stone and Self, and television spots that will run during the NBA All-Star Game.

Reebok International Ltd., headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, JOFA, KOHO and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales for 2003 totaled approximately $3.5 billion.