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.

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Credits
Agency  Tangent
Creative Director  Adam Slater
Director, DOP & Edit  Oldie
Production  Oldie
1st AC  Anthony McHugh
Gaffer  Elliot Beach
Grip  Dean Zimarakis
Set Design  Chris Melgram, Studio Augmenta
Sound Design  Graham Norman
Colourist  Toby Tomkins at CHEAT