Reebok Skyscape News Pic 01


Style icon featured in multi-platform global campaign for the shoe that takes comfort into overdrive


New shoe features 360-degrees of foam thanks to construction processes borrowed from the lingerie industry

[SINGAPORE – 6 APRIL 2015] – Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the global style icon kicks off the global integrated marketing campaign for the shoe, ‘Comfort Just Kicked into Overdrive’.


An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.
Reebok Skyscape News Pic 02
The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.
“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscapes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”
Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing products especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear, and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”


The latest Reebok Skyscape Spring/Summer collection is now available at Stadium @ Takashimaya S.C, and Royal Sporting House @ Great World City, Vivocity, Parkway Parade, Junction 8, and Jurong Point from S$99.


Reebok is exclusively distributed by RSH (Singapore) Pte Ltd, a subsidiary of RSH Limited.