Thursday 12th December 2017 to 19th January 2018
Paying tribute to relationships past and present, Garbstore have collaborated with Reebok on a series of exhibitions designed to celebrate the sportswear veteran’s multi-faceted history. Each will demonstrate a different layer of its past and future, from its heritage roots to new exclusive product launches.
The Next Step: Origins of Innovation is the final instalment of the series, exploring Reebok’s distinction in aesthetic and technological differentiation. In 1993, the Vector was introduced as Reebok’s performance logo and a strategic position was taken on innovation “Reebok provides highly advanced footwear technology.” Reebok invested in biochemical research, including their own Human Performance Engineering Lab – where products were grounded in scientific research. In addition to this, extensive market research provided an integrated perspective on new trends, an opportunity to test new Reebok ideas, and an arena to compare Reebok products with competitors’. Following on from this, in 1995 Reebok opened an advanced development centre designed to probe the frontiers of technology and give athletes and consumers a new performance edge. Its labs, machine shops, and production line created designs pre-tested for effective biomechanical support and comfort and under the high stress conditions of competition. Creativity infused the process; design teams were given both autonomy and responsibility for their design. Reebok Advanced Concepts – RAC – produced icons still relevant today.
Garbstore.ten are proud to showcase a carefully curated collective of the innovative products created in this period. From never seen before prototypes to industry game changers, the exhibition honours the evolution of the brand whilst simultaneously celebrating the future.