Reebok goes to town with an impressive campaign, celebrity athletes and fancy food to inaugurate a trainer with inflatable technology for the ‘perfect fit’
Countless new trainers are launched each year. According to data by Editd, 3,003 new womenswear sports shoes arrived on the UK online market in January alone. So far in 2015, we’ve had the Adidas Ultra Boost – “the greatest running shoe ever”; the Asics Gel-Kayano 21 – “built-in impact guidance system”; the Puma Mobium Elite Speed NightCat – “improved visibility”; among thousands more designed to meet every conceivable sporting need. There are even websites dedicated to trainer releases, such as Europe-focused Drop Date, “so you never miss out again”.
With so many trainers being released, you might think each launch is no big deal. You would be wrong. I went along to the global launch of the Reebok ZPump Fusion in New York, and was flabbergasted by the scale. The event was held at Spring Studios, a vast downtown venue that also hosts catwalk shows during New York fashion week.
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