Global fitness brand Reebok has designated May 15th as "Pump Day" to honor the innovative spirit of "The Pump Technology," Reebok's most renowned technology. In conjunction with this, under the slogan "Pump It Up Now," the company will release "The Pump Family," including the citron-colored "INSTAPUMP FURY OG" and the Japan-exclusive model "INSTAPUMP FURY OG 90s House," on Pump Day, May 15th, 2020. Going forward, Reebok will continue to excite sneaker fans by running promotions related to models featuring "The Pump Technology" on Pump Day every year.



■About "Pump It Up Now"
"Pump It Up Now" is adapted from the product poster slogan "Pump It Up" that was used for "The Pump" in 1989, the first to feature "The Pump Technology". The newly added "Now" has been added to emphasise the slogan in modern times.

■About "The Pump Family"
The following three items will be part of "The Pump Family" to be released on Pump Day.

1. "INSTAPUMP FURY OG": A citron-colored reissue of the original Instapump Fury.
This model faithfully recreates the original model that debuted in 1994. This signature colorway of the Instapump Fury was highly praised at the time of its release and is still fondly known by many sneaker fans as "citron." It was also highly popular when it was reissued last year to commemorate the shoe's 25th anniversary.

2. "INSTAPUMP FURY CITY": A model themed around global cities.
Inspired by Asian cities such as Tokyo, Osaka, Shanghai, and Seoul, this model incorporates elements reflecting the fashion and culture of each city in the heel, insole, and other shoe details. The pump button on the left foot features a compass motif, and the name of each city is embroidered on the heel. Additionally, the midsoles of both shoes are printed with the longitude and latitude symbols of areas closely associated with sneakers and fashion in each city.

3. "INSTAPUMP FURY OG 90s House," a Japan-exclusive model born from "Reebok 90s House"
This Japan-exclusive model was inspired by a scene from "Reebok 90s House," a pop-up museum held in Harajuku during the Spring/Summer 2019 season as part of the INSTAPUMP FURY's 25th anniversary celebrations. During the "Reebok 90s House" event, artist Takuya Ueoka, who has worked on album covers for various musicians and graphics for fashion brands, painted the INSTAPUMP FURY's first colorway, commonly known as "Citron," on the wall of the event venue. The incomplete colorway (the black base and the distinctive fluorescent yellow bladder) has been recreated as is. Takuya Ueoka's signature appears on the heel, and the insole is printed with the words "PUMP FURY," which he designed specifically for this release. This is the only "Japan Exclusive" model among the products released in conjunction with this year's "Pump Day."

[Profile of Takuya Ueoka]
Born in Tokyo in 1985. Graduated from Kuwasawa Design School in 2008. Upon graduation, he began working as a freelancer. He is an artist/designer who has worked on album covers for numerous popular artists, provided designs for various fashion brands, and even designed store interiors and product packaging.

■About The Pump Technology
Reebok developed "The Pump Technology" in 1989 to improve the fit of shoes. While most brands were focusing on developing air-cushioned insoles in the late '80s, Reebok chose not to jump on this trend. Reebok focused on the stepping motion, one of the most important movements in basketball yet one that had been overlooked in shoe development. From there, they researched "Vamp Wrapping Technology" and developed a prototype of Pump Technology in 1985 by inserting an inflatable airbag into the vamp (the front part of the upper). After three and a half years of research and development, the first basketball shoe, "The Pump," was born with "The Pump Technology." Since then, models equipped with this innovative technology have been at the forefront of the sports technology race.

■About the "INSTAPUMP FURY"
The "INSTAPUMP FURY" was introduced as a running shoe in 1994, featuring "The Pump Technology" in its upper. "The Pump Technology" allows the shoe to be adjusted to fit by adding air through an inflatable chamber. In 2019, marking the 25th anniversary of the release, various anniversary projects were released, including the first re-release of the early model prototype, as well as re-releases of the original colorways "Citron" and "Sax Blue," and a special "ICONS PACK" model that follows the colorways of classic models from the past. Additionally, a model incorporating Adidas' revolutionary midsole technology, BOOST, was released, which caused a big stir.

■Product Overview

Product Number/Color: [V47514] Black/Hyper Green/Reebok Red/WhiteSizes: 22.0cm, 23.0cm-30.0cm, 31.0cm (Unisex)In-Store Price: ¥19,800 (tax included)

INSTAPUMP FURY OG TOKYO
INSTAPUMP FURY OG OSAKA
INSTAPUMP FURY OG SEOUL
INSTAPUMP FURY OG SHANGHAI
Item Number/Color: (From top left)[FW4753] Chalk/Scarlet/Goldmet[FW4754] Black/Goldmet/White[FW4756] White/Scarlet/Humble Blue[FW4755] Cold Gray/Vivid Orange/BlackSizes: 22.0cm, 23.0cm-30.0cm, 31.0cm (Unisex)Store Price: ¥19,800 (tax included)

Product Number/Color: [FX4261] Black/Hyper GreenSizes: 22.0cm, 23.0cm-30.0cm, 31.0cm (Unisex)In-Store Price: ¥19,800 (tax included)


[Common to the above three items]
●Release Date: May 15, 2020
●Retail Locations:
・Reebok Online shop (https://reebok.jp/classic/instapump-fury/)
・Reebok Store Shibuya
・Reebok Classic Store (Harajuku, HEP FIVE, DiverCity Tokyo Plaza, Abeno HOOP, LaLaport Tachikawa Tachihi, Yokohama Vivre, LaLaport Nagoya Minato Akursu)
・ZOZOTOWN (http://zozo.jp/shop/reebok/)
*Products available may vary by store.

【INSTAPUMP FURY OG, INSTAPUMP FURY OG 90s House only】
All ABC-MART stores / atmos-tokyo.com / All Billy's stores / KICKS LAB. Laforet Harajuku store / UPTOWN Deluxe

【CITY PACK only】
All ABC-MART stores / atmos-tokyo.com / All Billy's stores / KICKS LAB. Laforet Harajuku store / UPTOWN Deluxe / Marui Web Channel (https://voi.0101.co.jp/voi/index.jsp)
*Some stores may only sell through their online store.

*All Reebok directly operated stores, with the exception of the Reebok Online Shop, are currently temporarily closed to prevent the spread of COVID-19. Closed stores are scheduled to reopen after May 31, 2020. For details regarding temporary store closures and changes to business hours at Reebok directly operated stores, please visit the official Reebok blog (https://store.reebok.jp/blog/fitness/16893).




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