VIEWS: 44 PAGES: 2 CATEGORY: Engineering & Energy POSTED ON: 6/26/2010
[...] according to Saadia Bryant, head of global classics marketing for the Canton, MA-based brand (now a division of the Adidas Group), it was Angel Martinez, Reebok's vice president of new business development at the time (and current CEO of Deckers Outdoor), who fi rst pinpointed the women's fi tness trend emerging in the early '80s and founded the platform that, according to Uli Becker, current president and CEO of Reebok International, the brand stands on to this day. "From a fashion standpoint, the shoe was just trend-right at the time," Bryant explains, noting that it caused women to choose athletic shoes as streetwear for the fi rst time and had other companies scrambling to release their own takes on the shoe.
HALL OF FAME Four new shoe styles join our roster of the world’s most iconic designs. Work It Out Follow the Reebok Freestyle’s journey from aerobics-era invention to a full-ﬂedged fashion craze. IN THE HEYDEY of Jazzercize, Jane Fonda’s Work- ($49.99) plus New York’s sales tax, which out and high-cut leotards, there was one sneaker that came to $54.11. regularly popped up in aerobics studios below brightly “From a fashion standpoint, the shoe was colored knit legwarmers: the Reebok Freestyle. Back just trend-right at the time,” Bryant explains, in 1982, the athletic footwear company launched the noting that it caused women to choose original Freestyle lo-top lace-up, which was created athletic shoes as streetwear for the ﬁrst by then head designer Paul Brown. But according to time and had other companies scrambling Saadia Bryant, head of global classics marketing for to release their own takes on the shoe. the Canton, MA-based brand (now a division of the The Freestyle’s narrow shape—which has Adidas Group), it was Angel Martinez, Reebok’s vice not been signiﬁcantly changed since its president of new business development at the time debut—has an overall slimming effect for (and current CEO of Deckers Outdoor), who ﬁrst the wearer, she adds, noting that some pinpointed the women’s ﬁtness trend emerging in die-hard fans even describe Freestyles the early ’80s and founded the platform that, accord- as sexy. “People are just passionate about ing to Uli Becker, current president and CEO of Ree- this silhouette,” the exec says. bok International, the brand stands on to this day. As ’80s fashion and sneaker trends have “Reebok had been a running brand up to that point,” come and gone over the years, Reebok has Bryant reports. “Angel thought [this new direction] seen spikes and drops in Freestyle sales, would be a great opportunity for the brand.” but the hi-top has never completely faded It was a unique selling point at the time, and Ree- from the scene. “We’ve kept it fresh and bok thoroughly considered the support, cushioning relevant, using trend-driven materials, and structure women required for the popular calo- colors and patterns and building stories rie-burning activity. “It came out of a fun
Pages to are hidden for
"Work It Out"Please download to view full document