Reebok India started in 1995 and established itself as the countries leading sports shoe retailer. To cement promotions, the company introduced fitness programs in India under the banner of Reebok Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. By this means Reebok India were able to associate their quality product with fitness and appeal specifically the the growing middle of the country. At the latest fashion launch held at JM Marriott Hotel, Mumbai, earlier this month, the catwalk was full of luminaries sporting Reebok’s latest gear. The theme was ‘A day with Reebok,’ and on display was the latest kicks and high-performance play dry apparel. Also launched was the Reebok Zoom-Glam Awards Coffee Table Book. Included in the new Reebok Spring/Summer collection are HexRide performance running shoes with hexagon sole patterns and uppers made from SmoothFit material. The two patented features are thought to take a high profile in the up and coming Beijing Olympics as well as attract sneaker freekers. The hexagonal shapes provide optimal strength-to-weight ratio which gives a firmer sole grip when pressure from body weight is over on it; and the Smoothfit innovation which took three years to develop, provides a comfortable upper fabric to accommodate fit. The HexRide is second generation development based aeronautical engineering which started in 1987, when the company produced Hexalite.
Anoher new kicks on the block is the Nike’s Zoom Jasari+ (sic. A neat cross between a trainer and bowling shoe). The shoe came from the lightweight template and heel lobe construction used in the Zoom Jasari (with track spikes), combined with patented Nike Cushlon foam and Zoom Air to produce a shoe capable for use on unforgiving hard roads. Good surface traction and durability comes from the BRS 1000 outsole at the heel and solid rubber Waffle Sole configuration elsewhere. The Zoom Jasari+ was used in the preparation of Thai athletes for the 24th SEA Games in Thailand.