Reebok — Instapump Fury
The Instapump Fury was first released in the 90’s, it divided opinion. Simple and yet complex, pioneering in technology, rebellious in its aesthetic. The result is a unique shoe that makes no excuses. Some thought it was an affront to everything running and performance stood for, because it was that different, and to this day, you either get it or you don’t. No apologies, no compromise.
This film recounts the design challenges faced by the shoe’s designer, Steven Smith for its relaunch in 2019.
Creative Director Adam Slater
Director, DOP & Edit Oldie
1st AC Anthony McHugh
Gaffer Elliot Beach
Grip Deam Zimarakis
Set Design Chris Melgram, Studio Augmenta
Sound Design Graham Norman
Colourist Toby Tomkins at CHEAT