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Finish Line launches Reebok's ZPump Fusion in its stores
Mar '15
American athleticwear retailer Finish Line has sealed a mall-exclusive agreement with the international fitness and sportswear brand Reebok to sell the latter’s new revolutionary running shoe line ZPump Fusion in its stores nationwide.

The lightweight customizable collection is replete with a new and proprietary air-filled cage that not only surrounds but also pumps and moulds itself as per the individual foot shape of the runner to provide a locked-in custom fit.

Speaking on the new shoe line in a press statement, Jeff Morrell, senior vice president and general merchandise manager at the Indianapolis retailer, said, “Reebok has made great strides in innovation with the introduction of its new ZPump Fusion. Customization drives our customer today and the ZPump offers a fresh take on this with a nod to retro, which is also very much on-trend.”

The footwear collection is made up of three essential components-The Pump technology that pumps up and wraps around the individual shapes and contours of the foot, The Fusion Sleeve (a four way seamless compression stretch sleeve that holds together the key components of the ZPump Fusion, and ZRATED outsole (a high-speed, underfoot performance that provides increased handling and control to runners).

While commenting on the new footwear design, Paul Litchfield, inventor of The Pump and head of Reebok Advanced Concepts, revealed, “ZPump Fusion represents a revolutionary new approach to The Pump technology. It conforms to the shape of your foot to give you a locked-in custom fit when you run. It is completely structure-less when not inflated and then moulds to the individual shape of your foot once you put it on.”

The ZPump Fusion, which was officially unveiled at Reebok’s cutting edge #GetPumped event in New York City this month, will debut at Finish Line in five colours for men and three for women. (PB)

Fibre2fashion News Desk - India

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