In Brief

To promote its ZPump shoes, Reebok Korea encouraged moviegoers to don a pair so as to keep their movie buffering

Getting off the couch while watching a movie has always required a bit of a push, but a recent Reebok Korea program has literally given the idea some legs. In April, citizens in a Seoul cineplex Seoul were given a surprise when their movie began to buffer. The lights shot down and below a treadmill featuring Reebok’s ZPump shoes.

Audience members who were called down replaced their shoes with the new Reeboks and mounted the treadmills. The faster they ran, the more quickly the movie would finish buffering and continue. ZPump’s slogan is, “Get Moving, Get Pumped,” a theme that meshes well with this admittedly off-the-wall promotional effort.

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