The original Pump shoes, which went on sale in Korea in 1989, were inflated by hand, but Reebok is hoping the new line, which has been re-engineered to inflate automatically, will re-establish its credentials with Korean youth.
Korean consumers have increasingly spurned Reebok in favour of Nike and Adidas, as well as more niche brands such as Puma and Le Coq Sportif.
"We need some big tools that tell stories to consumers," said Yongmu Kim, account management director for Leo Burnett Korea, which will be breaking Reebok's first locally-developed campaign for many years this April. "Pump will be one big way to let them know. It's a way of rebuilding Reebok's name."
