Reebok x Maeda = Emoretion

We’ve been following the Reebok trail, and it seems their new strategy is true sneaker culture collaborations (denoted with an ‘x’). They’ve recently teamed up with Kool-Aid and tapped global influencers for their Freestyle World Tour Collection.

However, hardcore sneakerheads would be most impressed by their work with world-renowned artist, graphic designer, computer scientist, mathematician, and MIT Media Lab professor John Maeda. Last November they had him design a sneaker inspired by one of his seven Laws of Simplicity: Time. The Timetanium was created from scratch utilizing Maeda’s original mathematic algorithms and computer codes.

Now we have Reebok x Maeda, part 2. He has designed a new sneaker for women, the Emoretion, which was inspired by his 7th Law of Simplicity, Emotion. “Emotion as part of simplicity is an important factor,” says Maeda. Using Reebok’s iconic Freestyle as his canvas, Professor Maeda’s handwritten code decorates the shoe’s lining and creates the digital paisley print, representing a burst of pure energy and emotion. It also features holographic straps and a velvet-wrapped mid-sole and tongue-liner.

Speaking on his inspiration for the first shoe, Maeda said he concocts a “hidden sauce” by mixing the digital with the human. “The idea is to explore the whole mass customization phenomenon, sort of shoes built on demand,” he said. “How do you integrate more technology on the artistic side? The computer will help you get there.” He says he wanted the new shoe to be elegant yet slightly overstated, aggressive yet tasteful.

As with the Timetanium (which sold out in 14 hours), the Emoretion has a 100-pair limited run. Set to release on Monday, March 31st, they can be purchased exclusively online through Rbk’s website.

Rbk Custom

Related on PSFK:
Reebok’s Freestyle World Tour Collection
Reebok + Kool-Aid = Instant Classics