BOSTON — January 13, 2020 — Today, Reebok announces the upcoming launch of Zig Kinetica, a transformative new silhouette that channels and returns energy with every stride you take. Zig Kinetica drops globally on February 21, 2020.
Zig Kinetica will debut with an ad starring legendary mixed martial artist Conor McGregor, in which a mundane clean-up of his son’s bedroom takes a most unexpected turn. The transformative power of the shoe morphs Conor into an action figure that must harness Zig Kinetica’s energy to fight off rogue toys. The launch marks the next phase in Reebok’s “Sport the Unexpected” campaign, celebrating bold risk takers who reshape culture by being anything but expected.
“I absolutely love these, the grip, the stability. I feel the connection from the sole to the material,” McGregor said. “I’ve been around with Reebok a long time now, and each launch, the energy level is climbing. Now we are exploding.”
Reebok’s ZigTech technology, originally introduced on 2010’s ZigPulse silhouette, set a new standard for innovation, function and disruptive design. Transcending its performance-based origin, Zig Kinetica fuses innovative sport tech with sleek style to create a highly functional shoe that seamlessly transitions from gym to street.
Zig Kinetica is built around a distinct zigzag-shaped, energy-return sole that channels and returns kinetic energy using a three-part system:
- Floatride Fuel: Energized bouncy foam helps deliver cushioning feel for everyday needs
- Zig Energy Shell: Channels and returns kinetic energy, while providing a bold aesthetic
- Zig Energy Bands: A unique outsole that expands and contracts like a rubber band to provide spring-like response
“We saw an amazing response testing the Zig silhouette throughout 2019, collaborating with some of the biggest names in fashion,” said Matt Blonder, vice president, marketing & digital brand commerce at Reebok. “Now, we’re excited to bring our biggest launch of 2020 forward, with the help of Conor, during his exciting return to the UFC. The launch of the Zig Kinetica is a watershed moment for Reebok as we look toward the future of this brand and cement ourselves as an industry leader, sitting directly at the intersection of sport and style.”
Posted January 13, 2020