Ready for a reset
Heritage British sporting brand REEBOK introduces a new series of its iconic Daytona DMX sneaker, fusing design elements from the late ’90s and early ’00s with modern footwear technology
Once strictly reserved for athletic pursuits and off-duty dressing, sneakers have firmly crossed the line from functional footwear essential to high-fashion hero. Whether worn with a simple tee and jeans, a pretty summer dress or the season’s slouchy, oversized tailoring, a pair of sneakers can imbue every look with a low-key, cool edge. And one brand in particular stands out for its heritage designs and high-performance functionality: Reebok. Founded in England in 1958 by two brothers who wanted to continue their grandfather’s passion for making sports shoes, the brand broke into the American market at the beginning of the ’80s and quickly became one of the world’s footwear giants. Notably, in 1982, Reebok debuted its now-iconic ‘Freestyle’ aerobic shoe, which was one of the first athletic shoes primarily designed for women. From that moment on, the brand has continually been championed by women and worn by some of the world’s best-dressed stars.
Paying tribute to decades past, this season sees Reebok debut a new collection of its classic ‘Daytona DMX’ sneakers. First launched in 2000, they are instantly recognizable thanks to their distinctive curved accents and chunky cushioned soles. Combining industrial shapes, geometric lines and the creative irreverence of the late ’90s and early ’00s, each new ‘Daytona DMX’ model reflects the boundless nature and pioneering spirit of the British brand.
“This newly relaunched sneaker model combines Reebok’s iconic sporting heritage with a futuristic, fashion-forward esthetic
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First imagined by venerable footwear designer Christian Tresser, the original Reebok Daytona was considered an industry game-changer when it was debuted at the turn of the millennium. Inspired by a fascination with the anatomy of the human foot, Tresser repurposed Reebok’s DMX air-movement technology, which moves air from the heel to the forefoot and cushions each step, transforming the sneaker from a hiking model to a groundbreaking step forward in performance-running innovation. The new sneaker proved a huge success and inspired lookalikes across the market, so it wasn’t long before the brand launched the Reebok Daytona II.
Inspired by traditional hiking shoes and boots, the ‘Daytona DMX II’ sneakers are paneled from mesh with leather overlays and have foam midsoles and chunky rubber soles to provide comfort and support. Executed in two new colorways, this newly relaunched sneaker model combines Reebok’s iconic sporting heritage with a futuristic, fashion-forward aesthetic. Mixing panels of ballistic mesh and felt, the lightweight textile upper offers breathable comfort. The swooping, aerodynamic lines mirror Reebok’s DMX sneaker design, while retaining much of the dynamic shape and the maximalist sole system that makes the design a perfect fit with current trends. Reflective details and prominent branding are the finishing touches that make the Daytona II look even more streamlined than the first edition – ensuring you’re always ready for what’s next.