CANTON, Mass.--()--Reebok takes bold steps forward in the toning shoe market with the launch of Reebok EasyTone and makes a pledge to re-shape the butts and legs of women around the world. Featuring a new balance pod system invented by a former NASA engineer, Reebok EasyTone walks into stores on July 1st 2009.
“The results are better than anything Reebok could have expected. I believe this is a moment we will look at back on in years to come as the creation of a whole new technical category for toning footwear that not only looks good on but makes you look good too.”
Independent university lab tests proved that by wearing EasyTone, a woman could generate up to 28% more butt muscle activation compared to an ordinary sneaker. An added benefit for women is that EasyTone does all of that whilst retaining the good looks and style expected in a womens shoe.
The shoe generates these results thanks to proprietary technology invented by former NASA engineer, Bill McInnis. McInnis, who now heads up the Advanced Innovation division at Reebok, spent 18 months perfecting a balance pod system in the sole of the shoe that creates natural instability with each step. This not only resulted in dramatic improvements when tested in the lab but the design was such that it could be worked into a shoe without compromising the look.
Says Head of Womens at Reebok, Katrin Ley, “We believe every woman has the right to a nice butt but for busy women, trying to fit this into their hectic lives is not an option. Reebok EasyTone allows them to tone as they go about their everyday business. The combination of the balance pod technology and great styling means it’s a shoe they are not ashamed to be seen wearing either.”
How it works
Reebok EasyTone helps tone key leg & butt muscles by using advanced balance pods built into the shoe. The balance pods are designed to create natural instability with every step that a woman takes. This micro-instability forces muscles to adapt and in doing so they work harder.
How EasyTone is tested
McInnis and his team used a technique called Electromyography, which involves sensory electrodes being attached to key muscles. These sensors measure the levels of muscle activation as a woman walks. By comparing the changes in muscle activation between different types of shoes, you can determine which shoes are working the muscles hardest. Over a period of several months, a cross section of women tested the shoe in this lab environment.
In these tests, EasyTone was compared with an ordinary performance sneaker. The figures to the left show the maximum increased muscle activation when using EasyTone compared to that shoe. Says McInnis, “The results are better than anything Reebok could have expected. I believe this is a moment we will look at back on in years to come as the creation of a whole new technical category for toning footwear that not only looks good on but makes you look good too.”
Reebok EasyTone is available in seven styles to cover all types of activity and preference from fitness enthusiast to casual wear. They will be on sale at top retailers in the US including LadyFootlocker, Dick’s, Nordstroms, and more beginning July 1, 2009 and through Reebok.com.
EasyTone will be supported by an integrated marketing campaign that will run online, outdoor, in store and in print in key markets worldwide.
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok are www.reebok.com and www.reebok.com/women.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5992435&lang=en
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