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marking industry shift to high,[link widoczny dla zalogowanych]
The shoe features an air chamber that molds itself to the shape of the wearer's foot,[link widoczny dla zalogowanych], but unlike its Pump predecessor, it inflates itself automatically after you put it on and take a few steps.
Industry analysts say the Pump 2.0, which retails for $100, and recent high-tech offerings from Nike Inc. Davidson Co. in Lake Oswego, Ore. "A couple of years ago, that was really all the consumer was interested in.
"The retro market is not going away entirely,[link widoczny dla zalogowanych], but I think it will not grow as quickly as the performance area."
Beaverton, Ore.-based Nike has recently enjoyed success with its high-end Shox line shoes,[link widoczny dla zalogowanych], which feature cushioning technology that the industry giant spent years developing.
Designers at Reebok,[link widoczny dla zalogowanych], with about $3.5 billion in sales last year compared with Nike's $12 billion,[link widoczny dla zalogowanych], spent three years coming up with the next generation of the Pump.
The original version introduced in November 1989 was inflated with the press of a pump button on the shoe's tongue,[link widoczny dla zalogowanych]. The new Chinese-produced 2,[link widoczny dla zalogowanych].0 silently inflates itself after you slip into it and take about five steps,[link widoczny dla zalogowanych].
A pump actuator in the heel is compressed with each step until an air bladder molds itself around the foot. A valve on the upper heel prevents inflation greater than five pounds per square inch the optimal pressure point for a custom fit,[link widoczny dla zalogowanych], according to the shoe's designers. The valve can be pressed to release air and loosen the shoe.
Reebok hopes to recapture some of the success of the original version, which, despite its initial $179 price,[link widoczny dla zalogowanych], was the most successful product launch in the Canton-based company's history. market in the early 1990s as interest in the shoe deflated. The patented technology is being revived in hopes that consumers in the 18- to 24-year-old bracket who were small children when the first Pump came out will latch onto a shoe packed with even more technology than the original, said Dennis Baldwin,[link widoczny dla zalogowanych], Reebok's chief marketing officer.
"They tend to spend higher amounts on average per pair of shoes," Baldwin said. "For them, it's not only about having something that has lots of technology and performs, it's also about having something that is cool."
That same age group also bought into the retro shoe trend from Converse Chucks to he Saucony Jazz. But those shoes typically are priced from $50 to $75,[link widoczny dla zalogowanych], rather than the $100-and-up price point for most of today's high-end shoes.
"I think a year and a half ago we anticipated the retro thing couldn't get much better," Baldwin said. "We figured higher price points would have to come from innovation."
The Pump model introduced Wednesday is designed for serious runners. Reebok eventually hopes to expand into other markets, including younger consumers.
A new basketball version will debut at February's NBA All-Star game, with the expectation that the new Pump technology will work its way into versions for other sports as well as non-athletic consumers who see sneakers as fashion statements.
The Pump 2.0's self-inflating capability was a key design goal.
"The less time you're asking the consumer to adjust the shoes, the better,[link widoczny dla zalogowanych]," said Bill McInnis, a former NASA engineer who heads the team that designed the new shoe.
Other shoe makers who fill smaller,[link widoczny dla zalogowanych], intensely loyal market niches such as serious runners are content to stick to more conventional shoes and incremental improvements with each new model.
"Nike and Reebok put out some really interesting technologies that have quite a bit of 'wow' factor to observers in that category," said Pat O'Malley, marketing director at Peabody-based Saucony Inc. "The consumer we're going after is more interested in an update to an existing shoe they've worn before that has subtle improvements that are going to keep them on the road and injury-free."相关的主题文章：

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