BANGALORE: Reebok India has launched its latest offering in the sports shoe range. The new generation Pump Shoes launched by the company offer indifidualised customisation facility. The new models are: Pump 2.0 & ATR Pump.
 

 
The Pump 2.0 will be available for men in color combination of white/ athletic blue, white/red and all black at Rs. 7990 and for women in color combination of white/ ice blue for a suggested retail price of Rs 7490. The ATR Pump carries a retail price of Rs. 7990.

Reebok India's marketing campaign for the new launches will cover outdoor billboards, retail presence & promotion, cinema, television spots, ground level activities, strategic tie- ups, inserts in key magazines, SMS and PR.
 
 
The Pump 2.0 provides runners with a customized fit for all foot shapes by surrounding the athlete's foot with an automatic form-fitting air chamber. Inflating the chamber causes the shoe to form to the exact shape of the athlete's foot. A large volume Pump actuator is located inside the heel of the shoe. When the athlete takes approximately five steps the Pump actuator is compressed and causes the shoe to automatically inflate. The shoe Pumps up until the air chamber is inflated enough to form a custom fit around the runner's foot. This inflation causes the shoe to form to the exact fit of the runner's foot. Through this cutting-edge customization technology, runners simply insert their foot and go, with no lacing required, stated an official release.
 
 
The basketball shoe ATR Pump is a twist of the original Pump shoe Dee Brown wore to win the Slam-Dunk Contest back in 1991. The ATR Pump is inflated manually by Pumping the ball located on the outer ankle area of the shoe. The shoe can be inflated until it reaches the athlete's perfect fit. Subsequently, the pressure can be released to loosen the fit as the valve is held down.