28 Jan '17, 5pm

What do aerobics, tennis player Michael Chang and Narcos have in common?

Despite being born in 1895, the real Reebok revolution arrived almost a century later, when a new sport emerged to confront the all-powerful jogging. 1984 was a key year for sports: Jim Fixx, author of The Complete Book of Running -and considered a key element of jogging-, died of a heart failure at the age of 41. At that moment, running died with him, carrying away those brands that bet everything for this sport. Then, the gym fever arrived. Back then, aerobics reached an audience that did not understand the passion for running, they were people looking for their own references. Being a sport mostly practiced by women, Reebok was the first major brand to design a shoe specifically to do aerobics. The result? Gyms were filled with silhouettes such as the Freestyle , the Princess and the Ex-O Fit . Reebok was born in athletics and grew up in the gym halls, but that was not ...

Full article: http://www.sivasdescalzo.com/en/blog/sneakeroot-reebok-c-...

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