NO IF’S, AND’S OR BUTT’S ABOUT IT! PUT YOUR BACK INTO IT WITH REEBOK’S NEW EASYTONES

► Better butts for women - 28% more effective glute muscle toning ◄

► New advanced balance pod system tones butt and leg muscles ◄

► Former NASA engineer creates new technology for toning shoes ◄

Canton, MA (June 23, 2009) Reebok makes a pledge to tone the butts and legs of women around the world with its innovative EasyTone footwear. Featuring first-of-its-kind balance pod technology invented by a former NASA engineer, Reebok's EasyTone collection is currently available for a suggested retail price of $99.

Independent university lab tests proved that by wearing EasyTones, a woman could generate up to 28% more butt muscle activation compared to wearing an ordinary sneaker. The shoe generates these results thanks to proprietary technology invented by former NASA engineer, Bill McInnis. McInnis, who now heads up the Advanced Innovation division at Reebok, spent 18 months perfecting a balance pod system in the sole of the shoe that creates natural instability with each step. 

The best part is that the technology was worked into the shoe without compromising the look.

The shoe generates these results thanks to proprietary technology invented by former NASA engineer, Bill McInnis. McInnis, who now heads up the Advanced Innovation division at Reebok, spent 18 months perfecting a balance pod system in the sole of the shoe that creates natural instability with each step. This not only resulted in dramatic improvements when tested in the lab but the design was such that it could be worked into a shoe without compromising the look.  

Says Head of Womens at Reebok, Katrin Ley, “We believe every woman has the right to a nice butt, even if they are too busy to go to the gym. Reebok EasyTone footwear allows women to tone as they go about their everyday business."

How it works
Reebok EasyTone footwear helps tone key leg & butt muscles by using advanced balance pods built into the shoe. The balance pods are designed to create natural instability with every step that a woman takes. This micro-instability forces muscles to adapt and in doing so they work harder.

How EasyTone is tested
McInnis and his team used a technique called Electromyography, which involves sensory electrodes being attached to key muscles. These sensors measure the levels of muscle activation as a woman walks. By comparing the changes in muscle activation between different types of shoes, you can determine which shoes are working the muscles hardest. Over a period of several months, a cross section of women tested the shoe in this lab environment.

In these tests, EasyTone was compared with an ordinary performance sneaker. The figures to the left show the maximum increased muscle activation when using EasyTone compared to that shoe. Says McInnis, “The results are better than anything Reebok could have expected. I believe this is a moment we will look at back on in years to come as the creation of a whole new technical category for toning footwear that not only looks good on but makes you look good too.”

Reebok EasyTone footwear is available in seven styles to cover all types of activity and preference from fitness enthusiast to casual wear. EasyTones are currently available at top retailers in the US including Lady Foot Locker, Dick’s Sporting Goods, Nordstrom, Sports Chalet, and more and on Reebok.com.

Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok are www.reebok.com and www.reebok.com/women