To celebrate the 20th anniversary of the Insta Pump Fury, we partnered with Reebok to produce a short film that shines a light on one of the most intriguing and polarising footwear designs of all time.
Our story starts in Fuzhou, China, where the Insta Pump Fury is currently being produced. As the striking citron yellow, red and black componentry passes through the production process, it seems incongruous that this sci-fi masterpiece is now two decades old.
The film reunites two veterans of the sneaker industry who reveal some of the frustrations and challenges they faced turning the complex Insta Pump Fury design into a legitimate performance runner.
Steven Smith penned the first sketch of the Pump Fury in his notebook. A renowned free-thinker, Smith is still highly passionate about his time working on the Insta Pump Fury. As he recalls of the era, 'It was a no-holds barred street fight between the companies on who could come up with the most radical product!'
Paul Litchfield is still at Reebok, where he's currently the vice president of the Advanced Concepts team, which continues to forge new directions in Reebok's performance division. The film concludes with Litchfield proudly surveying the recent Insta Pump Fury colabs. "Seeing tens of thousands of these being made every month, is absolutely one of the most flattering and unexpectedly proud moments for me and for the team."