Global fitness brand Reebok has designated May 15th as "Pump Day" every year since last year, paying tribute to the innovative spirit of "The Pump Technology," Reebok's most renowned technology. This year, for the second time, the theme is "Pump It Forward," and the company will release "The Pump Family," including the most iconic original colorway, "OG MEETS OG," and the sporty colorway, "VINTAGE SPORTSWEAR," which was also used in apparel from the 1990s. Additionally, a limited number of "Citron," a colorway commonly used in early models of the Instapump Fury, will be available for pre-order starting May 10, 2021, exclusively in Japan. Details URL: https://reebok.jp/classic/instapump-fury/
Also, to coincide with this year's "Pump Day," two videos entitled "SPECIAL TALK “PUMP IT FORWARD!”" will be released on May 10th and May 12th, featuring special guests artists KREVA, Nakajima Ikkiu, and Razor Ramon RG, also known as a "sneaker comedian."
Under the brand message "SPORT THE UNEXPECTED," Reebok thinks outside the box to provide unique and creative new value, encouraging people to break away from the status quo and take on new challenges. Every year on "Pump Day," May 15th, the company will excite sneaker fans by running a promotion related to models using "The Pump Technology."
About "The Pump Family"
"The Pump Family," which will be released on Pump Day this year, will feature three series.
1. The initial model color of the Instapump Fury, "Citron," carried the designer's strong feelings.
When the Instapump Fury was being developed, its designer, Steven Smith, was fascinated by the flame paint of American custom cars, "hot rods." He decided on a vibrant yellow and red color scheme to make the Instapump Fury appear as if it were engulfed in flames when worn by runners.
The sales and marketing department at the time reacted negatively to Steven's design, calling it "too eccentric," and opposed the idea of selling only the basic colors of blue, gray, and black. Not satisfied with this, Steven approached Reebok's then-CEO, who had high hopes for Reebok's legendary design team, "RAC," and asked him to release "Citron," which boldly used yellow and red, as the first colorway. Thanks to Steven's passion, the "Citron," an early model of the Instapump Fury, the most avant-garde model in Reebok's history, was released in 1994.
As soon as it was released, "Citron" became an explosive hit among sneaker fans, and it remains a highly popular shoe to this day. It was also extremely popular around the world, particularly in Japan, so it was decided to re-release it in Japan exclusively to coincide with this year's "Pump Day."
2. "OG MEETS OG" - A Reissue of the Instapump Fury's Most Iconic Model and Colorway
"OG MEETS OG" is a reissue of two of the most iconic models and colorways in the Pump series. This series features two models.
One is a reissue of the original colorway of the "INSTAPUMP FURY," released in 1997. Based on a white base, it features a fluorescent yellow bladder, just like the most popular "Citron" colorway, the first original colorway. This marks the first reissue since the "INSTAPUMP FURY"'s 20th anniversary in 2014. The other is an original colorway of the "PUMP OMNI ZONE II," a signature Reebok model from the '90s that is an iconic presence in basketball and sneaker culture alike. This model features a sporty look with striking orange accents.
3. "VINTAGE SPORTSWEAR" - Sporty Colors Featured in Apparel from the '90s
"VINTAGE SPORTSWEAR" features shoes in colors that frequently appeared in Reebok apparel, particularly in the '90s. The white, navy, and yellow colorways create a sporty and clean look. Similar to the "OG MEEETS OG" model, the "INSTAPUMP FURY" and "PUMP OMNI ZONE II" models will be released, along with the "RBK PREMIER PUMP PARIS," which was reissued last year and attracted attention for its unique, streamlined design.
To celebrate "Pump Day," we've released a special video featuring big guest artist KREVA!
To coincide with “Pump Day”, two special videos featuring celebrities associated with the Instapump Fury will be released sequentially from Monday, May 10, 2021.
[About the special talk video "PUMP IT FORWARD"]
Taking place at the Reebok Classic Store Harajuku, guests were invited to interview about the Instapump Fury “Citron”. Artists KREVA, who regularly wears the Instapump Fury even at live performances and has been a Pump fan for over 10 years, as well as Nakajima Ikkiu and Razor Ramon RG, each talk about their love for ”Citron”, sneakers, and fashion.
・Detailed URL: https://reebok.jp/classic/instapump-fury/
・Release date: Vol. 1 released on Monday, May 10th, Vol. 2 released on Wednesday, May 12th
＜About the performers＞
●KREVA
A hip hop artist enjoying national popularity. He made his major solo debut in 2004 with "Neiro." With his second album "Ai Jibun Haku," he became the first hip hop solo artist to debut at number one on the Oricon Weekly Chart. He is the first Asian hip hop artist to appear on "MTV Unplugged." His releases consistently rank high on the charts, and he also writes and produces for various artists. He published the book "KREAM: Rulebook for a World Without Rules" (Gentosha). Since 2012, he has hosted the annual "908 FESTIVAL," a music festival hosted by KREVA. In 2013, September 8th was officially recognized as "Kreva Day" by the Japan Anniversary Association. Amid the COVID-19 pandemic in 2020, he continued to be active, holding livestreamed concerts without an audience in February, the first paid livestreamed concert with a new streaming medium, the first online live performance of "908 FESTIVAL," and appearing in the film "461 Bento Boxes." In December 2020, he released his new singles "Fall in Love Again feat. Daichi Miura" and "Tanpopo feat. ZORN." He is one of the most important figures not only in the hip-hop scene but in the Japanese music industry as well.
Ikkyu Nakajima
Born in Shiga Prefecture. Formed the band "tricot" in 2010, he is in charge of guitar vocals, songwriting, and merchandise design. Supported by many fans both in Japan and abroad, in 2015 he was selected as one of "10 New Artists You Should Know" by Rolling Stone magazine's website, "RollingStone.com". In 2016, he launched his own brand, SUSU by Ikkyu Nakajima, and in 2017 formed the unique band "Jenny High" with Koyabu Chito, Kukki×!, Kawatani Enon, and Aragaki Takashi.
Razor Ramon RG
Born in Kumamoto Prefecture in 1974, raised in Ehime. Graduated from Ritsumeikan University's Faculty of Economics. While a student, he met Razor Ramon HG (Masaki Sumiya) at student pro wrestling, and in 1997 formed "Razor Ramon". After performing in Yoshimoto Shinkigeki and other shows, he moved to Tokyo after HG's breakthrough. He later gained popularity with his "Aru Aru Gatari" jokes and other comedy routines.
About this year's theme, "Pump It Forward"
"Pump It Forward" embodies our desire to inspire the young generation who will lead the future by celebrating youth culture from around the world and reaching out to them through sneakers, a familiar item, and to advance the "Pump Spirit."
About The Pump Technology
In 1989, Reebok developed "The Pump Technology" to improve shoe fit. While most brands in the late '80s were focusing on developing air-cushioned insoles, Reebok chose not to join this trend. Instead, Reebok focused on the stepping motion, which is the most important aspect of basketball but 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, the 25th anniversary of the release of the shoe, Reebok celebrated the first-ever reissue of the prototype, reissues of the original "citron" and "sax blue" colors, and a special "ICONS PACK" model featuring classic colorways. The shoe also debuted a model incorporating adidas' revolutionary midsole technology, BOOST, which garnered significant attention.
About the Pump Technology
Reebok developed "The Pump Technology" in 1989 to improve shoe fit. While most brands were focusing on developing air-cushioned insoles in the late '80s, Reebok chose not to embrace this trend. Instead, they focused on the stepping motion, which is the most important aspect of basketball but 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 emerged at the forefront of the sports technology race.
【Product Overview】
【CITORON】
Name: INSTAPUMP FURY OG
Product number/color: [V47514] Black/Hyper Green/Reebok Red/White
Size: 22.0cm - 31.0cm *22.5cm and 30.5cm are not available.
In-store selling price: 19,800 yen (tax included)
【OG MEETS OG】
Name: INSTAPUMP FURY OG
Item number/color: [GZ3242] Solar yellow/white/college navy
Size: 23.0cm - 31.0cm *30.5cm is not available.
In-store sales price: 19,800 yen (tax included)
Name: PUMP OMNI ZONE II
Item number/color: [G57540] Footwear white/wild orange/black
Size: 22.5cm - 31.0cm *30.5cm is not available.
In-store sales price: 18,700 yen (tax included)
【VINTAGE SPORTSWEAR】
Name: INSTAPUMP FURY OG
Product number/color: [GY5304] Chalk/Alabaster/Vector Navy
Size: 23.0cm - 31.0cm *30.5cm is not available.
In-store selling price: 19,800 yen (tax included)
Name: PUMP OMNI ZONE II
Product number/color: [GY5301] Chalk/Bright Ochre/Vector Navy
Size: 25.0 cm - 31.0 cm *30.5 cm is not available.
In-store selling price: 18,700 yen (tax included)
Name: RBK PREMIER PUMP PARIS
Product number/color: [GY5303] Chalk/Alabaster/Vector Navy
Size: 23.0cm - 31.0cm *30.5cm is not available.
In-store selling price: 14,300 yen (tax included)
Available at:
・Reebok online shop
・Reebok Store Shibuya
・Reebok Classic Store (Harajuku, HEP FIVE, DiverCity Tokyo, Abeno HOOP, LaLaport Tachikawa Tachihi, Yokohama Vivre, LaLaport Nagoya Minato Aqursu)
・Reebok Fit Hub (LaLaport EXPOCITY, Hakata Canal City OPA)
・ZOZOTOWN
・Rakuten
・Rakuten Fashion
・Locondo
・Magaseek
・ABC-MART GRAND STAGE online store
・All BILLY’S ENT stores
・Isetan Mitsukoshi online store
・SneakersnStuff online shop
・UPTOWN Deluxe Online Shop
・GR8 Online Shop
・atmos
・ABC-MART GRAND STAGE Online Store
・All BILLY'S ENT stores
・mita sneakers Online Shop
・UNDEFEATED Online Shop
・KICKS LAB. Online Shop
*Product numbers and sizes available may vary by store.
【Contact for readers and general customers】
Reebok Adidas Customer Service
0570-033-033 (Telephone reception weekdays 9:30-18:00)
https://reebok.jp/
Click here for company press release details
Also, to coincide with this year's "Pump Day," two videos entitled "SPECIAL TALK “PUMP IT FORWARD!”" will be released on May 10th and May 12th, featuring special guests artists KREVA, Nakajima Ikkiu, and Razor Ramon RG, also known as a "sneaker comedian."
Under the brand message "SPORT THE UNEXPECTED," Reebok thinks outside the box to provide unique and creative new value, encouraging people to break away from the status quo and take on new challenges. Every year on "Pump Day," May 15th, the company will excite sneaker fans by running a promotion related to models using "The Pump Technology."
About "The Pump Family"
"The Pump Family," which will be released on Pump Day this year, will feature three series.
1. The initial model color of the Instapump Fury, "Citron," carried the designer's strong feelings.
When the Instapump Fury was being developed, its designer, Steven Smith, was fascinated by the flame paint of American custom cars, "hot rods." He decided on a vibrant yellow and red color scheme to make the Instapump Fury appear as if it were engulfed in flames when worn by runners.
The sales and marketing department at the time reacted negatively to Steven's design, calling it "too eccentric," and opposed the idea of selling only the basic colors of blue, gray, and black. Not satisfied with this, Steven approached Reebok's then-CEO, who had high hopes for Reebok's legendary design team, "RAC," and asked him to release "Citron," which boldly used yellow and red, as the first colorway. Thanks to Steven's passion, the "Citron," an early model of the Instapump Fury, the most avant-garde model in Reebok's history, was released in 1994.
As soon as it was released, "Citron" became an explosive hit among sneaker fans, and it remains a highly popular shoe to this day. It was also extremely popular around the world, particularly in Japan, so it was decided to re-release it in Japan exclusively to coincide with this year's "Pump Day."
2. "OG MEETS OG" - A Reissue of the Instapump Fury's Most Iconic Model and Colorway
"OG MEETS OG" is a reissue of two of the most iconic models and colorways in the Pump series. This series features two models.
One is a reissue of the original colorway of the "INSTAPUMP FURY," released in 1997. Based on a white base, it features a fluorescent yellow bladder, just like the most popular "Citron" colorway, the first original colorway. This marks the first reissue since the "INSTAPUMP FURY"'s 20th anniversary in 2014. The other is an original colorway of the "PUMP OMNI ZONE II," a signature Reebok model from the '90s that is an iconic presence in basketball and sneaker culture alike. This model features a sporty look with striking orange accents.
3. "VINTAGE SPORTSWEAR" - Sporty Colors Featured in Apparel from the '90s
"VINTAGE SPORTSWEAR" features shoes in colors that frequently appeared in Reebok apparel, particularly in the '90s. The white, navy, and yellow colorways create a sporty and clean look. Similar to the "OG MEEETS OG" model, the "INSTAPUMP FURY" and "PUMP OMNI ZONE II" models will be released, along with the "RBK PREMIER PUMP PARIS," which was reissued last year and attracted attention for its unique, streamlined design.
To celebrate "Pump Day," we've released a special video featuring big guest artist KREVA!
To coincide with “Pump Day”, two special videos featuring celebrities associated with the Instapump Fury will be released sequentially from Monday, May 10, 2021.
[About the special talk video "PUMP IT FORWARD"]
Taking place at the Reebok Classic Store Harajuku, guests were invited to interview about the Instapump Fury “Citron”. Artists KREVA, who regularly wears the Instapump Fury even at live performances and has been a Pump fan for over 10 years, as well as Nakajima Ikkiu and Razor Ramon RG, each talk about their love for ”Citron”, sneakers, and fashion.
・Detailed URL: https://reebok.jp/classic/instapump-fury/
・Release date: Vol. 1 released on Monday, May 10th, Vol. 2 released on Wednesday, May 12th
＜About the performers＞
●KREVA
A hip hop artist enjoying national popularity. He made his major solo debut in 2004 with "Neiro." With his second album "Ai Jibun Haku," he became the first hip hop solo artist to debut at number one on the Oricon Weekly Chart. He is the first Asian hip hop artist to appear on "MTV Unplugged." His releases consistently rank high on the charts, and he also writes and produces for various artists. He published the book "KREAM: Rulebook for a World Without Rules" (Gentosha). Since 2012, he has hosted the annual "908 FESTIVAL," a music festival hosted by KREVA. In 2013, September 8th was officially recognized as "Kreva Day" by the Japan Anniversary Association. Amid the COVID-19 pandemic in 2020, he continued to be active, holding livestreamed concerts without an audience in February, the first paid livestreamed concert with a new streaming medium, the first online live performance of "908 FESTIVAL," and appearing in the film "461 Bento Boxes." In December 2020, he released his new singles "Fall in Love Again feat. Daichi Miura" and "Tanpopo feat. ZORN." He is one of the most important figures not only in the hip-hop scene but in the Japanese music industry as well.
Ikkyu Nakajima
Born in Shiga Prefecture. Formed the band "tricot" in 2010, he is in charge of guitar vocals, songwriting, and merchandise design. Supported by many fans both in Japan and abroad, in 2015 he was selected as one of "10 New Artists You Should Know" by Rolling Stone magazine's website, "RollingStone.com". In 2016, he launched his own brand, SUSU by Ikkyu Nakajima, and in 2017 formed the unique band "Jenny High" with Koyabu Chito, Kukki×!, Kawatani Enon, and Aragaki Takashi.
Razor Ramon RG
Born in Kumamoto Prefecture in 1974, raised in Ehime. Graduated from Ritsumeikan University's Faculty of Economics. While a student, he met Razor Ramon HG (Masaki Sumiya) at student pro wrestling, and in 1997 formed "Razor Ramon". After performing in Yoshimoto Shinkigeki and other shows, he moved to Tokyo after HG's breakthrough. He later gained popularity with his "Aru Aru Gatari" jokes and other comedy routines.
About this year's theme, "Pump It Forward"
"Pump It Forward" embodies our desire to inspire the young generation who will lead the future by celebrating youth culture from around the world and reaching out to them through sneakers, a familiar item, and to advance the "Pump Spirit."
About The Pump Technology
In 1989, Reebok developed "The Pump Technology" to improve shoe fit. While most brands in the late '80s were focusing on developing air-cushioned insoles, Reebok chose not to join this trend. Instead, Reebok focused on the stepping motion, which is the most important aspect of basketball but 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, the 25th anniversary of the release of the shoe, Reebok celebrated the first-ever reissue of the prototype, reissues of the original "citron" and "sax blue" colors, and a special "ICONS PACK" model featuring classic colorways. The shoe also debuted a model incorporating adidas' revolutionary midsole technology, BOOST, which garnered significant attention.
About the Pump Technology
Reebok developed "The Pump Technology" in 1989 to improve shoe fit. While most brands were focusing on developing air-cushioned insoles in the late '80s, Reebok chose not to embrace this trend. Instead, they focused on the stepping motion, which is the most important aspect of basketball but 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 emerged at the forefront of the sports technology race.
【Product Overview】
【CITORON】
Name: INSTAPUMP FURY OG
Product number/color: [V47514] Black/Hyper Green/Reebok Red/White
Size: 22.0cm - 31.0cm *22.5cm and 30.5cm are not available.
In-store selling price: 19,800 yen (tax included)
【OG MEETS OG】
Name: INSTAPUMP FURY OG
Item number/color: [GZ3242] Solar yellow/white/college navy
Size: 23.0cm - 31.0cm *30.5cm is not available.
In-store sales price: 19,800 yen (tax included)
Name: PUMP OMNI ZONE II
Item number/color: [G57540] Footwear white/wild orange/black
Size: 22.5cm - 31.0cm *30.5cm is not available.
In-store sales price: 18,700 yen (tax included)
【VINTAGE SPORTSWEAR】
Name: INSTAPUMP FURY OG
Product number/color: [GY5304] Chalk/Alabaster/Vector Navy
Size: 23.0cm - 31.0cm *30.5cm is not available.
In-store selling price: 19,800 yen (tax included)
Name: PUMP OMNI ZONE II
Product number/color: [GY5301] Chalk/Bright Ochre/Vector Navy
Size: 25.0 cm - 31.0 cm *30.5 cm is not available.
In-store selling price: 18,700 yen (tax included)
Name: RBK PREMIER PUMP PARIS
Product number/color: [GY5303] Chalk/Alabaster/Vector Navy
Size: 23.0cm - 31.0cm *30.5cm is not available.
In-store selling price: 14,300 yen (tax included)
Available at:
・Reebok online shop
・Reebok Store Shibuya
・Reebok Classic Store (Harajuku, HEP FIVE, DiverCity Tokyo, Abeno HOOP, LaLaport Tachikawa Tachihi, Yokohama Vivre, LaLaport Nagoya Minato Aqursu)
・Reebok Fit Hub (LaLaport EXPOCITY, Hakata Canal City OPA)
・ZOZOTOWN
・Rakuten
・Rakuten Fashion
・Locondo
・Magaseek
・ABC-MART GRAND STAGE online store
・All BILLY’S ENT stores
・Isetan Mitsukoshi online store
・SneakersnStuff online shop
・UPTOWN Deluxe Online Shop
・GR8 Online Shop
・atmos
・ABC-MART GRAND STAGE Online Store
・All BILLY'S ENT stores
・mita sneakers Online Shop
・UNDEFEATED Online Shop
・KICKS LAB. Online Shop
*Product numbers and sizes available may vary by store.
【Contact for readers and general customers】
Reebok Adidas Customer Service
0570-033-033 (Telephone reception weekdays 9:30-18:00)
https://reebok.jp/
Click here for company press release details
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