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VB AZTECH
REEBOK'S RUNNING SHOE
The original Aztec in 1979 was that moment in time when Reebok went from just a Northern England athletic company to an international brand. Originally unveiling as Reebok's first track shoe, the Reebok Aztec was a progressive design that was ahead of its time. Its bold colors, deconstructed aesthetic, and mixed fabricated upper exuded a sophistication which would allow it to become adopted in the lifestyle realm. This is what made the Aztec a perfect inspiration for Victoria Beckham's first running shoe.
THE MARKET
Over the past decade, sportswear has come full circle: from athletic impacting high fashion and streetwear, to streetwear influencing how athletic wear companies design and market their collections. In today’s culture, style has become unorthodox. Consumers mix n’ match styles, products, and even brands. Their flexible personality and style now requires products that can sit within multiple categories.
This is what the Reebok x Victoria Beckham collaboration should represent, genreless style.
MODERNIZING MODELS
MODERNIZING MODELS
This new Aztec redesign will capture the key features of the original Aztec while also taking a step towards fashion and modernizing the silhouette. It will re-energize the model to reflect Victoria's style, today’s market, and the Reebok brand.
The new product name will be refreshed from Aztec into the Aztech.
AZTEC
LINE STUDY
1979 - AZTEC 1
1983 - AZTEC 2
FW19 - VB AZTECH
Key Features:
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(Ghilley) D Lacing System
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Diecut EVA midsole.
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Short Vamp
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Squared toe.
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Mudguard.
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Roadstar outsole for extra grip.
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Angled midsole.
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Lightweight and deconstructed.
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Vibrant colors.
Key Features Retained:
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Diecut EVA midsole.
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Angled midsole.
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Mudguard.
-
Squared toe.
-
Roadstar outsole.
-
Lightweight and deconstructed
-
Vibrant colors.
Key Features to Retain:
-
Short Vamp
-
Angled midsole.
-
Mudguard.
-
Squared toe.
-
Lightweight and deconstructed.
-
Vibrant colors.
-
Roadstar outsole.
Features Upgraded:
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Die cut EVA to Floatride Fuel Foam.
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New collar design for more accurate fit.
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New lacing system.
IDEATION
DEVELOPMENT
HIGHLIGHTING HERITAGE
MARKETING - HIGHLIGHT REEL
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