Maybe it's just us, but we recall Reebok's Pump shoes from 1989 being a bit goofy. (Who wants to sit and pump air into his or her shoes when everyone else is off and running?) Apparently our opinion was the minority, because 15 years and 20 million pairs sold after the launch of its first Pump shoe, Reebok decided to launch a new generation, called Pump 2.0, with an evening press conference that gave magazine editors a sneak peek at the shoe's new technology, which is now more rocket science (it was designed by a former NASA engineer) than mere inflatable shoe.
Reebok International director of event marketing Cecelia Paglia and Fandango Special Events transformed a first-floor room inside Splashlight Studios into a modern, high-tech-looking press conference area, where rows of blue acrylic folding chairs from Studio 22 created a seating area in front of a small stage. Wavy blue lights were projected onto triangular pieces of white tension fabric stretched from the corners of the ceiling. Two opaque white bars backlit with cool blue and purple shades stood in two corners of the room. In another corner outfitted with inflatable armchairs, guests could try on different models of the Pump shoes. Two nice brand-oriented touches: Fandango custom-made both fuzzy white shag fur cube seats with illuminated Pump logos in the center and clear Lucite cocktail tables branded with the Pump logo in silver lettering to dot the room.
According to Bill McInnis, Reebok's managing director of technology (and the aforementioned NASA engineer), a tiny pump in the heel allows the shoe to self-inflate with every step. An air bladder maintains a consistent pressure of five pounds per square inch inside the shoe, and prevents it from crushing your foot (or exploding). Prisila Jacobs, a master trainer at the Reebok Sports Club NY, demonstrated the shoe's serious athletic design by running on a treadmill for three straight hours in a corner of the room. "It showed that it's not just a fashion shoe," said Paglia.
A lot of this information, however, might have been lost on the crowd of editors, some of whom—like us—might not have expected a press conference in the first place. (The clever invitation, an inflatable ball that invited guests to "preview Reebok's groundbreaking new Pump technology," seemed more suited to a cocktail party than an evening press conference.) "The event was scheduled for around the time of the New York Marathon," said Paglia, "but we wound up hitting some conflicts. So we thought we'd do an evening event that's futuristic and fun and exciting, and separates it from a regular press conference."
The setup did make for a stylish take on a press conference, but about halfway through McInnis' explanation—which, honestly, was a tad dry—many editors stopped paying attention and were chatting quietly with one another. A few left before the presentation ended.
Following the event, the remaining guests took home their very own pair of Pump shoes—they gave their shoe sizes when they RSVPed—to try for themselves.
—Suzanne Ito
See the invitation from this event...
Reebok International director of event marketing Cecelia Paglia and Fandango Special Events transformed a first-floor room inside Splashlight Studios into a modern, high-tech-looking press conference area, where rows of blue acrylic folding chairs from Studio 22 created a seating area in front of a small stage. Wavy blue lights were projected onto triangular pieces of white tension fabric stretched from the corners of the ceiling. Two opaque white bars backlit with cool blue and purple shades stood in two corners of the room. In another corner outfitted with inflatable armchairs, guests could try on different models of the Pump shoes. Two nice brand-oriented touches: Fandango custom-made both fuzzy white shag fur cube seats with illuminated Pump logos in the center and clear Lucite cocktail tables branded with the Pump logo in silver lettering to dot the room.
According to Bill McInnis, Reebok's managing director of technology (and the aforementioned NASA engineer), a tiny pump in the heel allows the shoe to self-inflate with every step. An air bladder maintains a consistent pressure of five pounds per square inch inside the shoe, and prevents it from crushing your foot (or exploding). Prisila Jacobs, a master trainer at the Reebok Sports Club NY, demonstrated the shoe's serious athletic design by running on a treadmill for three straight hours in a corner of the room. "It showed that it's not just a fashion shoe," said Paglia.
A lot of this information, however, might have been lost on the crowd of editors, some of whom—like us—might not have expected a press conference in the first place. (The clever invitation, an inflatable ball that invited guests to "preview Reebok's groundbreaking new Pump technology," seemed more suited to a cocktail party than an evening press conference.) "The event was scheduled for around the time of the New York Marathon," said Paglia, "but we wound up hitting some conflicts. So we thought we'd do an evening event that's futuristic and fun and exciting, and separates it from a regular press conference."
The setup did make for a stylish take on a press conference, but about halfway through McInnis' explanation—which, honestly, was a tad dry—many editors stopped paying attention and were chatting quietly with one another. A few left before the presentation ended.
Following the event, the remaining guests took home their very own pair of Pump shoes—they gave their shoe sizes when they RSVPed—to try for themselves.
—Suzanne Ito
See the invitation from this event...
Fandango Special Events transformed a first-floor room inside Splashlight Studios into a press conference area for the launch of Reebok's Pump 2.0 shoe with rows of blue acrylic folding chairs from Studio 22 in front of a small stage.
Clear Lucite cocktail tables branded with the Pump logo in silver lettering were placed in a small lounge area.
Fuzzy white cube seats with illuminated Pump logos in the center dotted the room.
In one corner of the room, guests could try on the different models of the Pump shoes. Prisila Jacobs, a master trainer at the Reebok Sports Club, demonstrated the shoe's serious athletic design by running on a treadmill for three straight hours.
