Reebok PUMP

AW LAB is the Italian reference retailer for sport-style. AW LAB offers an extended collection of sneakers of the most famous international sports brands and an assortment of exclusive editions made in collaboration with them. The proposal is completed by a collection of clothing and accessories of the leading sportswear brands.
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Reebok Classic SS 2014, the time has come for the long-awaited campaign to celebrate the 25th anniversary of the iconic shoe for all sneaker addicts; we are, of course, talking about the fabulous and revolutionary Reebok Pump.

The Pump is already 25 years old and to celebrate this historic anniversary Reebok  has created a multi-channel campaign to pay tribute to the subcultures that go back to the years when the product was first launched.

The nineties are remembered across contemporary underground cultures, creating a narrative that spread the history of the brand basing its strength on key concepts such as passion, originality and unconventionality. An entire community is founded on a strong, spirited and clear motto: “you get out what you put in”.

The Reebok Classic campaign pays homage, through its most revolutionary product, to passion and commitment, two elements that are absolutely fundamental both in sport and in subculture.

It is a look at the past from a contemporary perspective, at a time when many brands are currently looking back on their history and reinventing iconic models.

The Pump was certainly a revolution in the field of sneakers based on the concept of the “custom fit” that finally gave people a custom and practically perfect fit. It was designed as a basketball shoe, but over the years the pump technology was extended into the world of football, tennis, running, and training until it became an essential element in the world of sneakers and even in lifestyle.

For the spring-summer 2014 season, the Reebok Pump Omni Lite is back in three colours (white leather, tin grey and navy) available in selected AW LAB stores and online at for €120.

Reebok Pump Omni Lite

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Reebok Pump Omni Lite