The Pump technology that contributed to Reebok's rise in the early nineties is making a comeback. The ZPump Fusion, which hit the stores a few days ago, was described as a reinvention of the Pump, adjusting the technology of this classic for an entirely new performance running shoe. The familiar part is that the wearers can customize the shoe's fit by activating the Pump mechanism on the side. The shoe made its appearance at a high-voltage press launch in New York earlier this month. It was supported in the U.S. with a commercial starring Jon “Bones” Jones, the UFC light heavyweight champion. An accompanying print and digital campaign will feature urban artwork explaining what gets athletes “pumped.”

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