Vintage Ad: Reebok Instapump Fury
words // Zack Schlemmer
With Reebok Classics pleasing many sneaker collectors with the re-releases of many of their classic models lately, this week we decided to take a look back at their classic and iconic Instapump Fury runner with this awesome two page ad.
Though it's seen numerous re-releases, modified models, and collaboration versions through the years, most would agree that the original from 1994 is still the best. The Instapump Fury was quite a shoe for its time. Think about how many other shoes there were like this in 1994...none! The Fury featured a futuristic, laceless die-cut design for the upper with Instapump technology, which allowed a customized fit for every wearer by inflating a series of chambers around the shoe. (Plus, you got to use that cool little CO² cartridge pump.)
Perhaps the most groundbreaking feature of the Instapump Fury was use of a "Graphlite" plate, years before Nike utilized a carbon fiber plate in the Air Jordan XI and beyond. In this ad Reebok claims that the plate was as strong as steel and allowed 30% of the material from the midsole to be removed, providing a much lighter shoe.
On top of the technology and design of the shoe, the most eye-catching feature was the colorway. The bright neon yellow and red was sure to grab your attention if the rest of the shoe didn't. This colorway has returned, but if you're listening, Swizz, we always welcome another release (and please bring back the original honeycomb-shaped cut of the visible Hexalite in the heel while you're at it!).
EU FL exclusives from a couple of years ago
I think you should write a book or something, you have an incredible amount of knowledge about AM's.
I'd buy one. AM$ is right, 2010 is the year on that pair
*** NIKE AIR MAX $YND!C@TE A.K.A. AIRMAXSYNDICATE A.K.A. AIRMAXDISCIPLE A.K.A. THE AIRMAX PROFESSOR ***
I agree with you to a degree. In Reeboks case, the 90's were their best era design and tech wise. I think Nike is really creating some innovative stuff. Adidas is coming along too. Today performance is a niche and style/casual drives the market.
Also everyone is in monkey see monkey do mode because most of everyone feels that if they miss out on the newest retro or limited edition what ever, they don't have anything. Adidas is definately contributing with its light weight performance shoes. Nike is showing up with full length air max, hyperfuse and countless other options but none of that is cool to the general public because it has nothing to do with a limited retro Jordan, Foamposite or SB. What is funny is all of the old technology in the retros is being replaced with cheap materials. I was pissed when I pulled the insoles out my AJ6 Infared Pack and saw the inside of the shoe is made out of cardboard. Yes, I said cardboard.... No bullshit.