Reebok

Reebok – at GDS for the first time
On-the-go fitness studio

Sports shoe specialist Reebok has set itself the goal of becoming the market leader in fitness and of reintroducing fun to fitness studios. One key concept of this strategy is the revolutionary Toning technology, which is also employed in the popular Reebok EasyTone shoes: air pads below the insole produce a slight imbalance with every step the wearer takes.

The human body intuitively compensates for this “wobble effect” thereby selectively activating the muscular system – especially bottom, thighs and calves. Training with EasyTone footwear is also possible in everyday life. These street-fit shoes serve as a fitness studio on the go. By company accounts they “keep wearers fit with every step … while shopping, at the office or in a café”. Laboratory tests carried out by independent universities have provided evidence that the bottom muscles are activated 28 % more when wearing EasyTones compared to conventional sports shoes while calves and thighs are activated 11 % more. Easy Tone styles are available for men and women and - from Autumn/Winter 2010 - also geared to special sports.

From July the RunTone (ideal for jogging) and the TrainTone (ideal for fitness centres) will be stocked by retailers.

The Reebok company was established in 1895 as a family-run business called J.W. Fosters and Sons in Bolton, Great Britain. In 1979 Paul Fireman, co-owner of an outdoor sports distributor, acquired the distribution rights for North America introducing Reebook running shoes to the US in the same year. Since 2006 Reebok has been part of the adidas Group, which managed to clearly increase its market share in North America through the acquisition of this brand.