Posts tagged with "combat training"

Reebok Alter the Icons Collection × JayIDK

Reebok has unveiled its second iteration of the game-changing “Alter the Icons” collection – this time in partnership with emerging rapper and record producer JayIDK.

The collection, which puts a new and refreshing spin on classic Reebok silhouettes like the Classic Leather and Workout Plus, tears up the traditional design rulebook and will launch August 15. In addition to launching the collection, Reebok has also debuted a video with JayIDK – highlighting his journey and alternative path to success.

See the video here: https://youtu.be/LJK2xdMAodc

They say you don’t mess with a Classic – but Reebok’s done it anyway. Reebok Classic’s newest campaign with Foot Locker Inc., dubbed Alter the Icons, discards decades of design practice to present radically chopped-and-skewed, heritage-hacked spins on the brand’s most iconic sneakers in an open statement against convention.

Featuring classic footwear with reinterpretations of the brand’s iconic Starcrest and vector logos, the campaign spotlights the brand’s unique approach to heritage – that tradition isn’t canon, but a platform for contemporary thinking. Alter the Icons looks to guide the rising generation of future designers, artists and other young visionaries in helping them homage history without being swallowed by it. It is a challenge for creatively and culturally-minded consumers across the globe: dare to alter your path.

To launch the campaign, Reebok is dropping the product with a street-level pop-up saluting New York’s famed street merchant culture. A brand-approved street merchant will set up shop starting at 10 a.m. outside Foot Locker’s New York Flagship on 34th Street in Herald Square featuring street-legal spins on classic Reebok merch. Open to the public for one day only, the pop-up will guide consumers into the Foot Locker storefront where they will discover the official campaign product.

“With this launch pop-up activation, we wanted to pay homage to something that has not only been a part of New York City’s street culture for decades, but speaks to the spirit behind what Alter the Icons is all about – challenging convention and breaking the rules,” says Neal Taylor, General Manager of Reebok Classic.

The campaign will continue by rolling out a series of video profiles featuring a selection of game changing contemporary music artists – including Saweetie, Lil Baby, Bodega Bamz, JAYIDK and MadeinTYO – sharing their unconventional paths to success that showcase a similar departure from creative tradition. A trailer for the series featuring these visionary artists can be viewed here.

“Alter the Icons is about celebrating those who have similarly broken custom within their mediums – fashion, music, design, art – by using their own ‘spin’ to alter traditional paths to success,” Neal Taylor adds, “We see these five artists as role models for bold cultural departure, inspiring a likeminded generation of rising creatives to push boundaries and march to the beat of their own drum.”

The first drop of the Alter the Icons collection, featuring the Classic Leather and Workout Plus silhouettes, is available for purchase beginning today on Reebok.com, and in-store and online at Foot Locker, Lady Foot Locker, Kids Foot Locker, SIX:02, Champs Sports and Footaction for $85 while supplies last.

For more information on the Alter The Icons collection, please visit www.reebok.com/us/alter, and follow the #AlterTheIcons hashtag on your social media platform of choice. Stay tuned at Reebok.com for further information on upcoming Alter the Icons product drops.

About Reebok

Reebok International Ltd., headquartered in Boston, 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 fitness heritage. Reebok develops products, technologies and programming which enable movement and is committed to accompanying people on their journey to fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s functional training, running, combat training, 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 adidas, Reebok is the exclusive outfitter of CrossFit and the CrossFit Games; the exclusive authentic global outfitter of UFC; the title sponsor of the Reebok Ragnar Relay series; and exclusive apparel provider for Les Mills.

For more information, visit Reebok at Reebok.com.

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Reebok

Reebok’s PureMove Bra Debuts Brand’s Proprietary Motion Sense Technology, Providing Customized Support and Control

Reebok made waves in the sports bra industry today with the unveiling of the Reebok PureMove Bra: a first of its kind, technologically advanced sports bra that uniquely responds and adapts to movement to provide women with a customized amount of control and support, exactly where and when they need it.

For too long, consumer insights have identified frustrated female consumers who feel unsatisfied with their sports bra options, raising flags with alarming stats including one in five women are still avoiding exercise because they don’t have the right sports bra. Determined to change the status quo, Reebok embarked on a journey three years ago with one clear mission: change industry standards for the sports bra and reset the bar. Now, just over forty years after the first sports bra came to market, Reebok is proud to debut a first of its kind product featuring the brand’s new proprietary Motion Sense Technology.

Reebok’s Motion Sense Technology is the result of treating a performance-based fabric with STF (Sheer Thickening Fluid) – a gel-like solution that takes a liquid form when in a still or slow-moving state and contrastingly stiffens and solidifies when moving at higher velocities. This fabric technology adapts and responds accordingly to the body’s shape, velocity of breast tissue, and both type and force of movement. The end result gives wearers a bra that stretches less with high impact movements, while providing the comfort and light support that one would desire during rest and lower intensity activities. To learn more on PureMove’s development click here.

“We could not be prouder to come to market with a product that breaks down barriers in a category that has dissatisfied consumers for far too long, lacking any true technological advancements. Innovation has always been in Reebok’s DNA and placing an emphasis on transforming and improving one of the most important fitness garments for women is no exception,” says Barbara Ebersberger, VP Performance Apparel at Reebok. “The release of PureMove marks the first step of a very exciting new era for us.”

Integral in PureMove’s three-year development process, was Reebok’s work in the lab, testing breast movement and product variations with the University of Delaware. Here, the two joined forces and upped the ante on industry standards for breast biomechanics that would inform both PureMove’s final design and Reebok’s full sports bra collections for FW18 and beyond. Until now, industry standards for breast biomechanic testing typically included an average of only two to four motion sensors on the chest area to track bounce and support, but Reebok and the University of Delaware utilized 54 unique motion sensors on this area during its rigorous testing process and used this data to ensure every detail was covered and accounted for in PureMove’s development.

The end result is a second-skin like design that creates a barely-there feel. Key performance features of the PureMove Bra in addition to the reactive fabric technology include:

Breathable Perforations: Perforations in front and back to keep you cool and comfortable, no matter the physical activity.

Natural Shaping: Molded front panel and free cut edges for a minimalistic, second-skin fit so you can move freely without distractions.

Minimalist Construction: Comprised of only 7 unique pieces of fabric that mold to the body for a seamless fit.

“Many would assume that the more support a sports bra gives would equate to the more fabric, straps or hooks it’s comprised of. However, by utilizing our Motion Sense Technology, PureMove’s design is quite deliberately the opposite,” says Danielle Witek, Senior Innovation Apparel Designer at Reebok. “The minimalist design of the bra may seem deceiving when you first hold it, but you should not confuse this for lack of support or technology. Every single detail is intentional and directly informed by years of our testing and research.”

At launch, the PureMove Bra will be available in an extended range of 10 unique sizes, aimed to specifically address consumer feedback around the industry’s lack of solutions for those who find themselves in between standard sports bra sizing, The PureMove Bra debut size range includes: XS, XS/S, S, S/M, M, M/L, L, L/XL, XL, XL/XXL, designed to help ensure a more tailored fit for wearers.

To celebrate one of Reebok’s most anticipated product launches in 2018, the PureMove Bra is brought to life through powerful campaign imagery featuring a team of Reebok’s most formidable female partners including Gal Gadot, Gigi Hadid and Nathalie Emmanuel.

The Reebok PureMove Bra will be available exclusively on Reebok.com starting August 17th for $60. Followed by worldwide-distribution in key retailers starting August 30th. Additional sports bras from Reebok’s FW18 Hero Bra collection are available today at Reebok.com/HeroBraCollection.

For more information please visit www.reebok.com and www.reebok.com/us/innovation_collective

About Reebok

Reebok International Ltd., headquartered in Boston, 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 fitness heritage. Reebok develops products, technologies and programming which enable movement and is committed to accompanying people on their journey to fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s functional training, running, combat training, 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 adidas, Reebok is the exclusive outfitter of CrossFit and the CrossFit Games, the exclusive authentic global outfitter of UFC; the title sponsor of the Reebok Ragnar Relay series; and exclusive apparel provider for Les Mills.

Discover Reebok:

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