Home / Consumer / Reebok Strikes Back with Modla for Flexweave Footwear Design Collaboration / Video

Reebok Strikes Back with Modla for Flexweave Footwear Design Collaboration / Video

Reebok has partnered with some of the most creative and innovative minds in the world to create a custom collection of fitness prototypes showcasing the power of Flexweave; the brand’s latest footwear innovation launching in Spring 2018.

In partnership with Modla (UK) Joe Doucet x Partners (USA) and Odd Matter (Netherlands), the global fitness brand explored the potential of Flexweave. Flexweave boasts an open figure-8 construction that interlocks unlimited strands of fibers to create a single surface construction that is as strong as it is light. All designers worked with the version of the textile that will appear in the first-generation of Reebok Flexweave footwear, launching in 2018, made from chenille yarn.

Each designer was briefed to explore Flexweave’s limitless potential to create a unique product linking form and function, creating an aesthetic product utilizing the benefits of Flexweave whilst serving a fitness purpose. The Reebok Flexweave prototype collection includes the 3D printed altitude training mask by Modla, a pair of cutting-edge running gloves and a collection of light-weight, active sitting chairs.

Flexweave was developed by the Reebok Innovation Collective; a division championing the open-sourced pursuit of progression via innovation and partnerships that aims to push the boundaries of invention.

Modla 3D Prints Flexweave

Co-founded by Jon Fidler and Rich Goddard, Modla is an artistic design house that made a name for itself by pushing the creative boundaries of 3D printing and digital 3D design. The pair created an entirely new Reebok Flexweave altitude training mask. It 3D printed the valve technology across the nose and mouth, coupled with a Flexweave facial strap to comfortably wrap around the wearer’s face.

The studio is not new to collaborations with top sport footwear manufacturers involving 3D printing. In the past, it has provided custom 3D printed designs for both Nike and Converse as the brands launched new models on the market with innovative marketing campaigns.

“I do a lot of high intensity training so I’m interested in how such equipment works, functions and can help improve performance. But we also saw the potential in the aesthetic of the Flexweave material, to create something which would blend with the mask and align with the contours of the wearer’s face. As it happens, the Flexweave material provided even more benefit than just the aesthetic and was amazing to work with. It’s strong and durable, so perfect for a product that will get a lot of wear and tear; while also incredibly lightweight, making it breathable on the face for athletes when training.” said Fidler.

 

As a designer, entrepreneur, inventor and creative director, Joe Doucet is one of the most sought-after creative talents in America. Doucet designed a pair of Reebok Flexweave running gloves, form-fitting to the wearer’s hand, absorbing sweat as they run and lightweight for maximum comfort. The prototype was designed with the vision of being GPS-enabled, guiding the wearer through their run with flashing LED lights to indicate when to turn left or right. The third design partner, Odd Matter, is a Dutch studio researching, creating and exploring the world through its materials, processes and concept. The duo created a furniture series of ‘active sitting’ chairs; made through a combination of Reebok Flexweave and malleable EVA foam.

Flexweave

The Reebok Answer to Footwear Tech

“Flexweave is going to a major part of the Reebok DNA moving forward. With this creative and imaginative project, we’ve achieved exactly what we set out to do; demonstrate through collaborations in other fields what Flexweave can truly achieve when put to the ultimate test,” said James Woolard, Global Marketing Director, Reebok Running.

“The Reebok Innovation Collection champions the pursuit of partnerships and innovations that will continue propelling the brand forward in spaces like fitness, fashion and footwear – he continued. Flexweave represents a huge step forward in footwear upper technology and brings with it a wave of anticipation and excitement for what the future holds for this brand.” Reebok has extended the creative experience around Flexweave to its community, setting up an interactive digital experience on the Reebok Innovation Collective website called ‘Create Your Weave’; inviting you to construct your own virtual weave design and share it with friends.

The brand is also working with one of Savile Row’s finest tailors, Huntsman & Sons, to create a bespoke men’s suit made from Flexweave. Designed for Reebok Running ambassador and superstar WR Brandin Cooks, the experimental pursuit will be complete in Spring 2018. 

3D Printing Business Directory

About Davide Sher

Over the last decade Davide has built up extensive experience as both a technology journalist and communications consultant. Born in Milan, Italy, he spent 12 years in the United States, where he received his undergraduate degree from SUNY Stony Brook. He is a senior analyst for US-based firm SmarTech Publishing focusing on the additive manufacturing industry. He founded London-based 3D Printing Business Media Ltd. which specialises in media and communications services for the 3DP and AM industry, through which he runs 3D Printing Business Directory, the largest global directory of companies related to 3DP, as well as two editorial websites, 3D Printing Media Network and Il Replicatore.

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