As the sneaker industry shifts, evolves, and changes, we frequently see things that we’d have never thought to be possible mere years ago, and now two major brands are joining forces for the first time ever, with Reebok and adidas combining their most iconic technologies to create a new Instapump Fury Boost silhouette. Most footwear brands stand alone, as powerful pillars and paradigms of product. Of course, there are conglomerates that control multiple footwear companies (Reebok and adidas are indeed under the same umbrella), but their products stay entirely separate from one another — at least until now.
First released in 1994 and designed by the legendary Steven Smith, the Instapump Fury pushed the limits of what was possible in the world of athletic footwear, and has since become a cult classic lifestyle favorite. adidas originally introduced Boost in 2013, but it became wildly popular by 2015 thanks to Kanye West‘s adidas Yeezy line and the omnipotent Ultra Boost. “When the Instapump Fury was released in 1994, there was no other athletic shoe like it. Even today, it feels ambitiously experimental,” stated Kelly Hibler, the general manager of Reebok Classic. “Now 25 years later, the Instapump Fury is ready for reinvention. Celebrating the legacy of the Instapump and the cushioning of adidas’s Boost technology, the Instapump Fury Boost is here for a whole new generation.”
The two brands plan to release the shoe across a trifecta of packs that salute the heritage of both Fury and Boost, and it’ll make its debut at atmos‘s annual atmosCon in Japan on October 5th, limited to a scant 50 pairs. After that, more packs are set to release through the fall and winter of 2019. Images of the new shoes have not yet been made available, but you can head to Reebok.com to sign up for more info, and keep it locked here as we’ll be posting pictures as soon as they surface.
UPDATE: The above is only a mock-up and not a confirmed visualization of the upcoming release.
Reebok x adidas Instapump Fury Boost
Release Date: October 5th, 2019 (atmosCon Japan Exclusive)