REEBOK ZPUMP FUSION REVOLUTIONIZES RUNNING
WITH NEW CUSTOM FIT TECHNOLOGY
THE
SHOE THAT ADAPTS TO YOU
Kuala Lumpur, Malaysia – 10th
March 2015: Reebok, the global pioneer in fitness innovation, launched the
revolutionary new ZPump Fusion in Kuala
Lumpur today; a running shoe that uniquely conforms and adapts to any foot.
The
ZPump Fusion was unveiled at a Reebok
FitHub Nu Sentral Mall where guests explored, through interactive try on
experience, how Reebok has revolutionized its iconic innovation – The Pump
technology – to create the new ZPump
Fusion.
Kuala
Lumpur has a unique fusion of different types of people from all over the world
– many of which have a serious passion for running and fitness.
“The ZPump
Fusion is a huge step forward in the Reebok running category so we decided to
come here for what is one of the brands biggest and most anticipated launches
in our recent history,” said Matt O’Toole, President of Reebok.
Boasting
a new and proprietary air-filled cage that surrounds and molds to any foot providing
a custom, locked-in fit, the ZPump Fusion represents a revolutionary new
approach to The Pump technology and how runners experience fit.
“Many
running shoes are developed around a rigid, factory-developed last shape that
can never be a true representation of your unique foot. The ZPump Fusion is completely structure-less when not inflated and then
molds to the individual shape of your foot once you put it on and inflate.
"It
conforms to the shape of your foot to give you a locked-in, custom fit when you
run. To get that security, you may need three pumps or you may need eight pumps
– it is fully customizable for each person,” said Paul Litchfield, original
inventor of The Pump and Head of Reebok Advanced Concepts.
Unlike
a traditional running shoe which is often made up of over 40 individual parts;
the Reebok ZPump Fusion is made up
of just three key parts, meaning no rigid components that restrict movement in
the foot.
Each of the three parts in the ZPump
Fusion works together to deliver improved fit and control.
1.
The Pump technology – The revolutionary air-filled cage is
lightweight and fully customizable that pumps up and wraps around the individual
shapes and contours of the foot to deliver a locked-in custom fit to achieve
maximum performance.
2.
The Fusion Sleeve – The Fusion Sleeve is a four way
stretch sleeve that holds together the key components of the ZPump Fusion. A lightweight and seamless compression sleeve, it fuses The
Pump technology to any runners’ foot to provide improved control and comfort as
they run.
3.
ZRATED outsole – The high-speed, underfoot performance
that is essential to any high tempo running shoe is provided by the ZRATED
outsole. Inspired by high performance ZRATED tires, the edges and underfoot
grooves provide increased handling and control so runners can stop, start and
turn on a dime.
When
The Pump actuator on the heel of the ZPump
Fusion is pushed, air is channeled through the valve and into the air-filled
cage enabling it to fill and clasp around the upper and heel in a way that is
unique to each foot. To release the air, runners can simply deflate using the
release valve.
“The
evolution we have made to The Pump technology in the ZPump Fusion is a huge step forward for Reebok and is keeping with
our constant drive for new innovations.
"Runners have been waiting for a shoe that can be customized to their
individual foot shape. The Reebok ZPump
Fusion is the shoe that does it. We are excited to get it on the feet of
runners because we know they will feel the difference immediately” said Bill
McInnis, Head of Running – Reebok.
Revolutionizing
The Pump technology with the unique Reebok ZPump
Fusion is part of the global fitness brand’s mission to change how people
perceive and experience fitness. Reebok has issued a bold challenge for the
world to “Be More Human” as part of its new brand campaign; a unique point of
view that embodies the brand’s new symbol, the Reebok Delta.
“Reebok
believes that by pushing ourselves to the brink and testing our limitations, we
become better partners, leaders, parents and better friends. By adopting a Reebok
approach to your fitness lifestyle, you can aim to be the best you can be
socially, mentally and physically. To be more in tune with that natural, human
part of yourself that fitness can explore”, said O’Toole.
“The ZPump Fusion doesn’t just provide a
locked-in custom fit for your feet, it also locks you into focus so you can
push your body, test those limits and Be More Human”.
The
Reebok ZPump Fusion (RM469.00) will
be available from March 10th 2015 at
Reebok
One Utama, Nu Sentral, Paragon
Stadium
Mid Valley, KLCC, Pavilion, JBCC
Studio
R Sunway Pyramid, Gurney
RSH
One Utama, Bangsar Shopping Centre, Queensbay Mall, City Square
Crossover
Sunway Pyramid, City Square
and through
www.reebok.com.
About Reebok
Reebok
International Ltd., headquartered in Canton, MA, USA, is a leading worldwide
designer, marketer and distributor of fitness and lifestyle footwear, apparel
and equipment.
An American-inspired global brand, Reebok is a pioneer in the
sporting goods industry with a rich and storied heritage in running, training
and fitness. Reebok is committed to helping consumers fulfil their potential
and be “fit for life.”
Reebok develops products, technologies and programming
which enable consumers to live a healthy lifestyle and have fun doing it.
Reebok connects with the fitness consumer wherever they are and however they
choose to stay fit – whether it’s training, running, walking, dance, yoga or
aerobics. Reebok Classics leverages the brand’s fitness heritage and represents
the roots of the brand in the sports lifestyle market.
A subsidiary of the
adidas Group, Reebok operates under the multiple divisions of the Reebok brand,
Reebok-CCM Hockey and the Sports Licensed Division. Reebok is the
exclusive outfitter of CrossFit and the Reebok CrossFit Games, the official
title sponsor of the Reebok Spartan Race, and exclusive apparel provider for
Les Mills.
Discover Reebok at the following locations:
http://facebook.com/reebokmalaysia ; http://twitter.com/reebokmalaysia; http://instagram.com/reebokmalaysia
http://facebook.com/reebok, http://twitter.com/reebok, http://youtube.com/reebok, http://news.reebok.com/
The Pump technology:
Launched
25 years ago, The Pump technology is a unique and ground-breaking innovation in
footwear that continues to shift the landscape of the running category to this
day.
First introduced in 1989, Pump has transcended generations to not only be
recognized as an iconic piece of footwear but is now also at the heart of the
running category.
The range was introduced in 1989 as a premier basketball shoe
before transcending into tennis, running and aerobics in various forms
throughout the 1990s.
These transitions culminated in the InstaPump Fury, the first iteration of a full-length
exoskeleton pump bladder that supported the foot and laid the platform for the ZPump Fusion evolution in 2015.
RSH Malaysia
RSH (Malaysia) Sdn. Bhd. is a subsidiary of RSH
Limited. Incorporated in 1989, RSH (Malaysia) Sdn. Bhd. principal activities
include marketing, distributing and retailing of sports, golf, active lifestyle
and fashion products.
RSH Malaysia manages multi-brand specialtychains such as
Stadium, Studio R, Royal Sporting House, and Golf House. We are proud to
announce that some of our boutiques are recipient of Fair Price Shop Awards
2007-2008 and these include Royal Sporting House.
RSH Group of Companies also
include retailing rights for some of the international fashion labels including
Zara, Massimo Dutti, Ted Baker, Nautica, bebe and Pull Bear.
ROZITA SHUIB THE PUBLISHER AND EDITOR IN CHIEF OF NEWMAN MAGAZINE, CAREY NG AND JOE CHIA
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