“BEST BUTT EVER” SHOE – EASYTONE AT EXCLUSIVE EVENT IN BEVERLY HILLS
Beverly Hills, CA - June 23, 2009 - Women around the world, including some of today’s biggest celebs are often too busy to make it to the gym. With the launch of Reebok’s exciting new shoe, EasyTone, now woman can look like they have spent hours at the gym, even though they haven’t! Reebok’s revolutionary EasyTone technology allows busy women to work their butt up to 28% more effectively than by wearing an ordinary sneaker, just by doing everyday activities like walking the dog or shopping.
Reebok’s EasyTone shoe effectively tones key butt and leg muscles by using advanced balance pods built into the shoe. The balance pods create natural instability with every step that a woman takes. The micro-instability forces muscles to adapt, and in doing so, they work harder.
The shoe generates these results thanks to proprietary technology invented by former NASA engineer, Bill McInnis. McInnis, who now heads up the Advanced Innovation division at Reebok, spent 18 months perfecting a balance pod system in the sole of the shoe that creates natural instability with each step. This not only resulted in dramatic improvements when tested in the lab but the design was such that it could be worked into a shoe without compromising the look
At a launch party in Beverly Hills, CA, the Kardashian-Jenner family, was hooked on the new shoe.
Reebok EasyTone helps tone key leg & butt muscles by using advanced balance pods built into the shoe. The balance pods are designed to create natural instability with every step that a woman takes. This micro-instability forces muscles to adapt and in doing so they work harder.
McInnis and his team used a technique called Electromyography, which involves sensory electrodes being attached to key muscles. These sensors measure the levels of muscle activation as a woman walks. By comparing the changes in muscle activation between different types of shoes, you can determine which shoes are working the muscles hardest. Over a period of several months, a cross section of women tested the shoe in this lab environment.
In these tests, EasyTone was compared with an ordinary performance sneaker. The figures to the left show the maximum increased muscle activation when using EasyTone compared to that shoe. Says McInnis, “The results are better than anything Reebok could have expected. I believe this is a moment we will look at back on in years to come as the creation of a whole new technical category for toning footwear that not only looks good on but makes you look good too.”
Reebok EasyTone is available in seven styles to cover all types of activity and preference from fitness enthusiast to casual wear. They will be on sale at top retailers in the US including LadyFootlocker, Dick’s, Nordstroms, and more beginning July 1, 2009 and through Reebok.com.
EasyTone will be supported by an integrated marketing campaign that will run online, outdoor, in store and in print in key markets worldwide.
