As Reebok gears up to celebrate the 20th anniversary of the Insta Pump Fury, Sneaker Freaker was recently invited behind the bamboo curtain to document production of the classic OG Fury colourway. Forget about the notion that sneakers are not handmade – well over 100 workers touch each and every Pump Fury before they hit the street. Each pair of hands is responsible for a singular part of the process, ranging from screenprinting, embroidery and sewing to glueing sole units and heat welding Pump bladders. There’s no laces on the Fury of course, but there is someone at the end of the line who stuffs the shoes with padding and adds the Reebok Reserve hangtags, just before they’re wrapped in tissue paper and boxed for delivery. Passing QC (quality control) is no joke – the inflatable valves are leak-tested at least three times on every shoe.
Twenty years after it debuted, the Pump Fury remains one of the most futuristic and polarising shoe designs of all time. Indeed, it’s a testament to the Fury’s unique style that it simply refuses to age.
Check a pictorial feature here, and stay tuned for the full video to be released soon.
Thanks to Alister and Rob at The Post Project for their role in making this film.