A Day at Reebok.
Exploring a Legacy
of Innovation.
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We visited the Reebok headquarters in Boston, diving deep into their archive to trace the journey of a brand that revolutionized sportswear innovation.
Behind the Tech
A visit to the Reebok headquarters and archive in Boston is a journey through time in the eventful history of one of the world's most iconic sportswear manufacturers.
• The Beginnings
From J.W. Foster to Reebok
Reebok's roots go back to 1895, when J.W. Foster and Sons was founded in Bolton, England. Joseph William Foster was a pioneer in the athletic footwear industry and began manufacturing innovative running spikes designed specifically for athletes. These early shoes quickly found favor and were worn by British runners at the 1924 Olympic Games – an initial major success in the company's history.
Origins of the Name
The name “Reebok” itself was introduced in 1958, when J.W. Foster's grandsons, Joe and Jeff Foster, officially renamed the brand. The name “Reebok” comes from the South African antelope “Rhebok”, which is known for its speed and agility – characteristics that the company wanted to symbolize perfectly.
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The 1980s: Global Breakthrough
The 1980s were a decisive decade for Reebok. The company entered the US market and experienced rapid growth, particularly due to the fitness boom of that era.
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Reebok captured the spirit of the age with its focus on aerobic shoes, introducing vibrant neon colors that defined 1980s fitness fashion
The Freestyle model (1982) was a hit that was designed specifically for women and went down in history as the first fitness shoe for women.
Reebok's pop culture impact is evident in this 'ALF' TV series promotional image, showcasing the brand's reach beyond sports into entertainment.
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Reebok Club C LTD
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• 1980s Classics
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Reebok Classic Leather LTD
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• Little Steps, Big Impact
Weebok
Weebok was a collection of footwear designed by Reebok especially for babies and toddlers. The brand first launched the Weebok series in 1986. It was an innovative idea, as at that time there were hardly any specially designed sports shoes for very young children. The idea behind Weebok was to offer toddlers shoes that are both stylish and functional, while addressing the special needs of growing feet.
• Sneaker Culture Shift
Reebok Ex-O-Fit
The Ex-O-Fit, released in 1983 alongside the Freestyle Hi, was a men's counterpart to the Freestyle, designed to capitalize on the growing fitness trend. Both models were technical masterpieces of their era and played a pivotal role in establishing sneakers as staples of everyday fashion.
Cross Training
Reebok played a significant role in popularizing cross-training, particularly with the introduction of the Cross Training (CXT) line. Launched in the early 1990s, this line was aimed at athletes and fitness enthusiasts who participated in a variety of sports and needed versatile footwear.
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Reebok Cross-Training System. AXT, CXT & SXT
Reebok ProWorkout
Reebok 6000 Aerobic Pro ft. E.R.S. (Energy Return System)
• Timeless Innovation
The Energy Return System
With the resurgence of interest in retro running shoes and tech-driven designs, the Reebok ERS has returned to the spotlight. The Energy Return System was a forward-thinking solution, designed to give athletes a smoother and more efficient stride by utilizing every step to push them forward. The combination of enhanced cushioning and energy transfer made the ERS models stand out in both functionality and aesthetics during their original release.
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As part of Reebok's modern-day retro revival, the ERS technology is once again celebrated for its contribution to the brand's rich innovation history. Updated materials and construction techniques breathe new life into this classic technology, keeping its core philosophy intact while ensuring it meets today’s performance and style demands. The return of the ERS line highlights Reebok’s ongoing influence in blending advanced technology with timeless sneaker design.
• Pump Up and Air Out
The Pump
As retro sneakers and tech-driven designs make a comeback, Reebok’s The Pump has reemerged as a key symbol of 90s innovation. The technology was ahead of its time, allowing athletes to achieve a tailored fit for enhanced support and stability during play. This adjustability helped players gain a competitive edge by improving their comfort and control on the court. The Pump eliminated the need for conventional fit adjustments, providing a snug and secure feel with just a few pumps of air.
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The resurgence of 90s sneaker culture has brought the The Pump back into the spotlight, with the brand re-releasing the iconic models, updated for today’s market. While retaining its original design elements and functionality, The Pump now features modern materials and construction techniques. The Pump’s timeless ability to blend style with performance ensures its ongoing influence in both sports and streetwear today.
Air of Victory
The Reebok Pump was a huge success and particularly popular in basketball, especially due to the performance of Dee Brown, who won the 1991 NBA Slam Dunk Contest in a pair of Reebok Pumps.
"I always planned on pumping them up before my first dunk... Not only did the Pump fit the shoes to my feet, but it was such a cool idea that I wanted to see how the crowd would react when I brought it to life.”
– Dee Brown
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The Pump. A mother of an invention.
The Pump from Reebok - It’s Time To Play
Reebok The Pump OG
• Design Visionary Steven Smith
The creative force behind the Instapump Fury
Steven Smith was a senior designer at Reebok in the early 1990s and was the driving creative force behind the Instapump Fury. At the time, he was already an experienced designer who had previously worked for brands like New Balance. At Reebok, he brought his innovative mindset to the development of the Fury, which combined a radical design and extraordinary technology.
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The most distinctive feature of the Instapump Fury is the pump system, which Smith used in its most radical form. While The Pump system had been introduced in 1989 with the Reebok Pump for an improved fit and stability in the basketball sector, the Instapump Fury did away with conventional laces altogether, relying entirely on Pump technology to provide a customized fit. The shoe featured air chambers that were inflated by an integrated pump to fit the wearer's foot perfectly.
Jackie Chan / Björk
Absolut Ad ft. 7 versions of the Instapump Fury
The Instapump Inflator
Reebok Rbk Pump Run 2.0
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Reebok DMX Run LTD Black
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Reebok DMX Run LTD White
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Reebok x Kanghyuk DMX Run 6 LTD
• Premier Road
Stride Into the Future
The current trend for 2000s-inspired running shoes has sparked the revival of Reebok’s Premier Series, updated for contemporary tastes. As retro running sneakers gain popularity, Reebok has reintroduced the Series, highlighting its influence on modern designs. A standout model from the original Series, the Premier Ultra III, showcases striking organic forms that serve as a precursor to many of today's popular sneaker silhouettes.
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Engineered as a high-end athletic shoe, the Premier Ultra III featured cutting-edge technology for the time. It incorporated multiple cushioning systems, with rubber and foam pads placed throughout the shoe for superior comfort. The use of welded overlays reduced internal seams, enhancing both comfort and durability, while perforations in the sole allowed for precise compression upon impact, optimizing performance for runners. This blend of performance and innovative design made the Premier Series a key influence in the sneaker world, and its revival continues to push forward the aesthetic of modern running footwear.
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Reebok Premier Road Modern LTD
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Reebok Premier Road Ultra LTD
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• Reinventing the Sole
The Zigzag Revolution
As retro technology-driven designs make a comeback, the ZigTech line has resurfaced as a key player in Reebok’s modern collections. The zigzag sole was designed not just for visual appeal, but also for function: it helps disperse the impact of each step along the length of the shoe, reducing strain on the legs while giving athletes more energy for their next move. This energy transfer allowed runners to experience a smoother stride and reduced muscle fatigue.
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The current resurgence of 2010s-inspired performance sneakers has reignited interest in the ZigTech line. Its bold, futuristic design was ahead of its time, and with updated materials and enhancements, Reebok has brought the ZigTech back, blending nostalgic innovation with modern performance needs. The signature zigzag sole remains a central feature, highlighting how the technology continues to inspire both athletic and fashion-forward footwear today.
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Reebok FloatZig Symmetros
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Reebok FloatZig X1
• Reebok LTD – Learn. Test. Design.
Reebok LTD on Building from a Rich Heritage
As we've explored Reebok's rich history of innovation, it's clear that the brand continues to push boundaries in sneaker design.
Reebok LTD (Learn. Test. Design.) represents the brand’s premium vision — a fusion of sport and style, elevated through Italian craftsmanship and innovative creativity. This initiative serves as a platform for exploring new ideas and redefining the intersection of culture and performance, building on Reebok's iconic heritage to inspire the future.
• Reebok LTD – Learn. Test. Design.
Reebok LTD
Reebok LTD is the premium line from Reebok dedicated to creating a new interpretation of sport and style, finessed by Italian craftsmanship. The curated line will be available globally and feature new products and experiences that continue Reebok’s mission to redefine the space between sport and culture. A forward-thinking vision fuels the release of premium collections, exclusive collaborations, and special projects, all of which, build off Reebok’s iconic heritage and timeless designs. Reebok LTD – Learn. Test. Design. – is a playground for creative evolution. A platform to unlock personal expression and stimulate progress, a space that uncovers the past to inspire the future. A creative process in constant evolution. The curated line is available globally and
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features new products and experiences that continue Reebok’s mission to redefine the space between sport and culture. A forward-thinking vision fuels the release of premium collections, exclusive collaborations, and special projects, all of which, build off Reebok’s iconic heritage and timeless designs. “Reebok LTD embodies the progressive NGG spirit. Our mission is to build cultural relevance, craft elevated and unique products and generate sustainable growth. The launch of this pinnacle collection, and related collaborations is a key step forward in our journey to leverage Reebok’s equity and reimagine the brand’s DNA, with a fresh and unique philosophy, LEARN. TEST. DESIGN,” said Cristiano Fagnani, NGG++ CEO.
• Where to buy Reebok
Reebok Retail Partners
Reebok is available at: 43einhalb, AFEW-Store, Asphaltgold, Brooklyn, Der Stall, Glückstreter, HHV, JNS, Perplex, PompItUp, Schrittmacher, Seaside, SneakerTwins, Stormbreaker, Suppa, Supremestars, Underpressure, US Shop, VooStore
Reebok LTD is available at: 43einhalb, AFEW-Store, Asphaltgold, HHV, Schrittmacher, Suppa, VooStore
Photos © Reebok, Reebok LTD, IMAGO / Bridgeman Images, IMAGO / Everett Collection, IMAGO / Dreamstime, Spike Jonze, Absolut
