Reebok’s Revives ‘Premier Road Plus VI’ Retro Runner
From Archival ‘Premier Series,’ Available Now
With the introduction of the ‘Premier Series’ in 2003, Reebok sought to reconnect with its storied running heritage. The result: a series of no-frills performance running products featuring new and cutting-edge technologies that would help reinvigorate a stagnant running footwear market. Premier Road Plus arrived as part of the series that year, with new iterations introduced yearly leading up to the model’s final installment – the Premier Road Plus VI – in 2009.
Reflecting on the end of a pivotal era in Reebok performance innovation, Premier Road Plus VI returns in 2023 featuring a textile-synthetic mixed-material upper, textile lining, TPU midfoot transition plate, two-piece rubber outsole, and DMX Foam cushioning, which (as described by a 2004 Reebok Running ‘Premier Series’ catalogue) “creates dynamic cushioning through air channels molded in foam to deliver a traditional ride in a longer lasting, more lively feeling system.”
Premier Road Plus VI ($100, unisex, 100070272) is available now from Reebok.com and select retailers (with additional colorways available depending on store and location).
More on Reebok’s Premier Running Series:
Launched on February 1st, 2003, the Premier Series line of running shoes sought to reconnect Reebok with its storied running heritage. The running market at the time lacked any serious performance options and desperately craved a no frills, excellent product. Seeing this absence in the market as a perfect opportunity, Reebok created a design team comprising exclusively of runners to keep the end user front-of-mind in the design process and developed of a variety of cutting-edge technologies such as DMX Foam, DMX Shear and Play Dry to outfit the product. The brand’s intuition, product, and approach were perfect – so perfect that the line sold over 1 million pairs in its first year and earned a litany of awards for its excellence.
The first few years of the Premier Series were characterized aesthetically by a focus on metallic detailing and functionality thanks to the implementation of DMX Foam, DMX Shear and PlayDry. DMX Foam was a soft, proprietary cushioning technology that granted immense comfort to the runner. On the other hand, DMX Shear reduced the stress of the heel strike by slowing down the heel on impact. PlayDry, an apparel technology used to wick moisture and help regulate body temperature, was used as a shoe liner that absorbed moisture as it was released during a run. These technologies provided runners both comfort and functionality so successfully that David Lacorazza, the lead designer of the Premier Running Series, would go on to win a 2006 Designer of the Year distinction for his work.
Although the Premier Series was phased out in 2012 to make room for shoes donning ZigTech, Flex, and toning technology, the line’s popularity was strong enough for it to sell through 600,000 pairs each year.
