New products to perfect your workout seem to be launching left and right. Count Reebok as one brand that is in the MMNPL mix and springing forward with their newest, technologically advanced training and running footwear, aptly named ZigTech for the ostentatious zig-zag sole. The main ingredient in Reebok’s new footwear formula is innovation. If you believe the hype, ZigTech maximizes optimal physical potential by simply wearing the shoe. The technology behind these miracle soles is inspired by the Slinky according to Reebok’s Marketing Communications Manager, Olivia Fernandez. The zig-zag sole absorbs the impact of a runner’s heel striking the ground and sends shock waves of energy through the shoe to propel them forward. To build credibility, Reebok tested the shoes with runners who wore them for at least 300 miles, and by the end of the testing period, ZigZag had been “test driven” for more than 20,000 miles.
ZigTech’s brand marketing smartly revolves around the faces of a wide range of pro-athletes and influencers. It seems as if every major sports star is using the ZigTech Pulse, Pulse II, Fuel, and Energy, including Chad OchoCinco, David Ortiz, Peyton Manning (featured in TV ads), “Sugar” Shane Moseley, Sidney Crosby, Santonio Holmes, Eli Manning, Tim Lincecum, Andy Pettitte, Alexander Ovechkin, Theirry Henry, and Ryan Giggs.
This October, Reebok will introduce the ZigTech Slash which will give all those with hoop dreams something to get pumped up for, since Slash is specifically designed for the basketball court. For the introduction, Reebok has partnered with the NBA number one draft pick, John Wall, who will replace Allen Iverson as Reebok’s basketball spokesman.
Athletes aren’t the only ones having a ball with ZigTech. Jersey Shore cast members, “The Situation” and Pauly D, joined well-known athletes during the ZigTech launch. Videos of the event were featured on Reebok’s YouTube channel and received over 40,000 views. ZigTech also has a Facebook page with over fifteen hundred fans. This past April, Reebok launched mobile ads on iPhone and Android as part of their digital campaign. Distributed via the mobile ad network, AdMob, they included videos, photos, and a store locator.
At $100 a pair, the price tag for ZigTech footwear is competitive with other premium shoes – even though this sneaker promises a revolutionary sports and exercise experience. Will the ZigTech be the most successful Reebok launch since the ultra popular Pump? If star power is any indication, this launch should be a slam dunk.
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Edward Bass Producer…
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