“Barefoot or natural running makes a lot of sense from a biomechanics standpoint because all the shock absorption happens in your muscles, not your joints,” said Reebok’s Head of Advanced Innovation, Bill McInnis. “The problem is that natural running works best in the natural world, not on man-made surfaces. In creating RealFlex technology, we took everything that works with natural running and made it work in today’s world. Simply put, RealFlex is natural movement perfected.”
RealFlex features 76 independent sensors on the bottom of the shoe strategically positioned to twist, bend, expand, and support to help athletes’ feet move naturally. The sensors work together throughout the athlete’s stride to help provide all the benefits of barefoot running, while helping to eliminate all the negatives that come with running on hard surfaces. The result -- the natural movement your foot biomechanically needs, with the protection to keep the foot safe from everyday elements.
When your foot moves naturally, it doesn’t just flex in the forefoot, it flexes throughout the entire foot. Each sensor provides a specific purpose underfoot. For example, the sensors in the heel are joined together to provide optimum heel impact absorption while running downhill. On the lateral side of the shoe, the sensors work together to offer stability. Up in the forefoot, the sensors are linked together to provide impact protection.
Reebok’s RealFlex launch will be supported by an integrated marketing campaign bringing the 76 flex-friendly sensors to life.
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The eight week campaign spans tv, digital, print and in-store with interactive elements that allow consumers to virtually sample the RealFlex technology. High profile OOH executions in LA and NYC will take the technology to the streets. In addition, unique mobile, social media games, and homepage takeovers on YouTube and ESPN.com will reach the active, on-the-go fitness consumer.
Authenticating the performance attributes of Reebok’s RealFlex collection, two of the fittest CrossFit athletes in the world, Graham Holmberg and Rebecca Voigt, star in the campaign. Winner of the 2010 CrossFit Games Holmberg, and top-five finisher Voigt, are two of the newest members of Reebok’s family of athletes.
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Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel equipment. A subsidiary of a adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok are www.reebok.com and www.reebok.com/women.
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