RUN OR TRAIN? DO BOTH IN REEBOK’S NEW SMOOTHFIT SELECTRIDE
Peyton and Eli Manning, Yao Ming, Martin Brodeur and Tim Lincecum Join other Reebok Athletes for Launch of Revolutionary, Two-in-One Shoe Available Only at Champs Sports
CANTON, MA (January 30, 2009) –Is it a Running shoe or a Training shoe? Yes.
Today, Reebok unveils SmoothFit SelectRide, a revolutionary and versatile new two-in-one shoe that meets the demands of athletes - no matter what their workout entails.
Reebok’s SmoothFit Select Ride is like no other athletic shoe on the market. With one click of a button that is positioned on the side of the shoe, SmoothFit Select Ride provides the versatility that consumers demand in a performance athletic shoe. By pressing the shoe’s “Run” button and taking a few steps, the wearer will feel the shoe automatically inflate. This causes the cushioning of the shoe to become thicker, creating a soft, smooth ride for runners. By pressing the shoe’s “Train” button, the wearer will feel the shoe release air cushioning. This causes the cushioning of the shoe to become thinner and firmer, providing the ideal stability for training. This unprecedented technology allows consumers to have the ultimate two-in-one performance shoe. SmoothFit SelectRide will be available only at Champs Sports beginning February 11th.
“SelectRide used our Pump technology as a jumping off point,” said Bill McInnis, Reebok's Managing Director of Advanced Concepts. “The Pump was designed to use air to adapt the fit of an athletic shoe. With SelectRide we use air to adjust the cushioning. The result is a shoe that provides the athlete with a completely versatile shoe in which the cushioning can be quickly adapted to any activity. It’s a two-in-one shoe in that it can be firm and responsive or soft and cushioned. Plus, it’s just a cool-looking shoe.”
And there is science to back up this claim. When SelectRide is in the “Run” mode, the shoe becomes 21.6 percent softer. Likewise, when SelectRide is in the “Train” mode,
the shoes deflate and get about three to four millimeters thinner for firmer support and increased stability.
Reebok developed SmoothFit SelectRide after exhaustive research intended to learn what athletes most look for in a performance athletic shoe. An overwhelming percentage of those studied wanted a shoe that provides versatility to match their varying workout routines and a shoe that provides the ultimate in comfort.
The need for comfort was met with Reebok’s new SmoothFit technology. SmoothFit, which is also used in Reebok’s premier performance apparel, eliminates or seals stitching and seams inside the shoe. The inside of the shoe is one smooth continuous surface to provide maximum comfort and flexibility.
To support the introduction of SmoothFit Select Ride at retail, Reebok is launching a multi-faceted digital marketing campaign featuring some of sports’ premier athletes. The campaign plays off of the shoe’s Run vs. Train versatility message and features some of Reebok’s top NFL, MLB, NBA and NHL athletes; Peyton Manning vs. Eli Manning; Justin Morneau vs. Tim Lincecum; Yao Ming vs. Jason Terry; and Martin Brodeur vs. Pavel Datsyuk. The campaign will also be brought to life in-store at Champs Sports, the exclusive retailer for SmoothFit SelectRide.
“This is a great shoe that addresses an athlete’s needs,” said Indianapolis Colts QB Peyton Manning. “It’s versatile, comfortable, and allows you to do you entire work out in just one shoe.”
Reebok’s SmoothFit SelectRide is available beginning February 11th nationally at Champs Sports for a suggested retail price of $149.99.
For multi-media elements of the digital campaign, please email firstname.lastname@example.org.
Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and 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 at www.reebok.com.
About Champs Sports
Champs Sports is a division of Foot Locker, Inc., a specialty athletic retailer that operates approximately 3,700 stores in 21 countries in North America, Europe and Australia. Through its Foot Locker, Footaction, Lady Foot Locker, Kids Foot Locker and Champs Sports retail stores, as well as its direct-to-customer channel Footlocker.com/Eastbay, the Company is the leading provider of athletic footwear and apparel.