Sports Fashion: Reebok's Story

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It is not an easy task to stimulate the desire of young consumers to shop in recent years. After all, this group of young consumer are picky, proficient in social media, and can imagine the effect of wearing the items. It can be said that there is no room for a little bit of confusion to them.

Take the sneaker market as an example, there are many means like star-effect, big brand joint, and so on, can really make a pair of shoes that have just been released become popular in a short period, but is it still hot after a long time? It is really hard to say, because there are too many factors that can affect its trend. Therefore, at this time, it can only rely on the highlight of its own design to breakthrough. The highlight is equal to the “selling point”.

The design language of a pair of shoes is mainly expressed by the two parts of the shoe, the body and the midsole. In the case of the upper, the new woven material has clearly become the mainstream of the moment. They are lighter in weight, better in flexibility, and flexible in various colors. But it feels like these sports brands have done the same in this part. Then who has been the best one out of the midsole? I think that the old brand Reebok can be the first one.

First is the HEXALITE honeycomb technology midsole that everyone is familiar with, but when it came out with the Reebok Ventilator in 1990, it was quite conservative in the midsole. Only when you look at the soles, you know that the secret was hidden in there. Three years later, the HEXALITE honeycomb midsole, which was successfully injected into PUMP Technology, really achieved the effect as its name said. Because it is made up of a myriad of plastic hexagonal geometry, it really looks like a honeycomb. In order to make it a visible technology, Reebok also specifically exposed it to the outside, which in turn magnified its technological content and made the shape more fashion-forward.

The most representative one of these shoes should be the first three generations of the Allen Iverson Question series. The HEXALITE honeycomb midsole with both good appearance and technology is as beautiful as Iverson’s style.

In the 1990s, Reebok has a big improvement in technology research, thus it brought a new Dynamic Motion X (DMX) technology with a balloon shape in 1997.

The ten airbags that are spread over the whole sole are very interestingly be connected by the ducts in order to allow the air to flow freely under the force, so as to absorb the rebound. This bold approach of completely exposing the air cushion outside the midsole is not only a comprehensive innovation in the concept, but also a very eye-catching block-shaped midsole shape.

After a year, Reebok launched a new technology called Opus, but this time it didn’t use the air cushion again, rather to cut the outsole into several pieces and removed the traditional construction midsole with Graphlite carbon board technology to make the weight of the entire body is greatly reduced.

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