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MSCHF is no stranger to virality, and it’ll soon take on a form of sneaker technology that made quite a bit of noise well before the era of the terminally online.
The Brooklyn-based art collective has announced its partnering Reebok on the Pump Omni Zone 9. Reebok‘s Pump Omni Zone series brought its Pump technology to basketball, allowing players to finely tune the amount of cushioning around their ankle. The series’ most iconic moment came with the Omni Zone 2, which Dee Brown as a rookie while winning the 1991 NBA Dunk Contest. That sneaker is now updated with nine functional pumps giving the shoe its name under MSCHF‘s stead.
By pumping up the shoes prior to each of his dunks, Brown handed Reebok a tremendous marketing assist. After its initial run, the Omni Zone 2 would sit on ice until its 30th anniversary in 2021, when it was reissued for the first time and started to become a somewhat regular fixture on Reebok’s release slate.
To promote MSCHF‘s Omni Zone 9, Dee Brown pumped up his kicks again in a video that also stars his son Anakin, a high school basketball player in the class of 2024. Two versions of the sneaker will release, one in white, blue, and orange; and the other in yellow, blue, and orange. The former uses smooth and pebbled leather throughout the upper along with a transparent cage at midfoot. The latter uses the same materials as its counterpart while adding a shaggy suede and making the cage opaque in an off-white and baby blue.
On both sneakers, the basketball-shaped “Pump” buttons appear throughout the upper and rotate branding for “The Pump” and “The Mischief.” But perhaps the funniest detail of all is a bit of raised text that droops down the midsole, reading “Boing Boing Technology.” Less subtly, “Boing Boing” is also embroidered onto the heel.
Both versions of the MSCHF x Reebok Pump Omni Zone 9 will release through MSCHF’s website and app through a 24-hour draw beginning Sept. 27. Those who win the opportunity to purchase will then be able to do so for a retail price of $250.
Ian Servantes is a Senior Trending News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.
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