KICKS/HI pull the covers off their Reebok Pump 20 offering. You’ve most likely seen this shoe’s form on multiple occasions as part of Reebok’s Pump 20 campaign as of late. The work of KICKS/HI takes on a literal approach to their surroundings incorporating the “Moana” (ocean) and its subsequent mythical properties such as healing, birth, death, re-birth and energy. Never one to question the power of the ocean, this theme is applied throughout the design with an ecological element thrown in as well. A more comprehensive insight into the design language can be seen below.
KICKS/HI for REEBOK PUMP20
Being surrounded by the Pacific Ocean gives us in Hawaii a different perspective on life. The “Moana” (ocean) has many powerful properties such as healing, birth, death, re-birth/rejuvenation, and energy. It can be calm like a tide pool one minute and a 50 foot tsunami the next. This combination of raw power, unrivaled beauty, and natural life sustaining resources has always been a source of the utmost respect for the ocean in the islands. The Hawaiians have a saying “Mai Huli ‘Oe I Kokua O Ke Kai”, which loosely translates to “never turn your back on the ocean”. This statement is where we drew much of the inspiration for our KICKS/HI x REEBOK PUMP 20 design. In the sense where you should never literally turn your back on the ocean because its strong current can drag you out to sea-the testament to “never turn your back on the ocean” takes on another meaning in that the ocean is such an immense resource of life and health for the entire planet and we should never turn our backs on the ocean and forget to care for it. Keep our beaches and water clean for the sake of our ecosystem for generations to come.
In designing our PUMP 20, we took the iconic Pump’s size (a true hi-top shoe) as an symbol for a big wave-one that you might see at any one of Hawaii’s world renowned surf breaks. The outsole is tan to represent the ocean sand bed. The midsole is the white caps of the waves breaking on the shore-with the blue splatter as sea spray; the upper consists of a deep sea blue to a free-dive blue to symbolize the depths of the ocean; with the tongue acting as the wave’s crest, and the Pump ball representing the sun on a perfect day at the beach.
We will be releasing all 31 worldwide exclusive, numbered pairs this Friday, 11.20.09, at our KICKS/HI Makaloa flagship-with 10 pairs going up in our KICKS/HI online shop (www.kickshawaii.com/new/store).
At 10:00 am the following day, Saturday, 11.21.09: we will begin our launch celebration with a beach clean-up at Kaimana Beach, at the edge of Waikiki. Any and all friends, fam and volunteers are welcome to join us as we give back by bagging up trash and debris that builds up at this popular family gathering spot. With giveaways to volunteers courtesy of KICKS/HI, Reebok, and Red Bull.
Later on that night: Saturday, 11.21.09: KICKS/HI and Reebok join SuperHandsome DJs and Nocturnal Sound for “SHAKE+POP: KICKS/HI x REEBOK PUMP LAUNCH PARTY” at Thirtyninehotel (39 Hotel St., Chinatown, HI) from 900P-200A. This is a 21+ event. KICKS/HI and Reebok have graciously made it possible for this special event to be totally free-no cover all night. To further jump the night off, we are flying down a special guest DJ: FOURCOLORZACK from Seattle (Fool’s Gold/Yo!Son)-who coincidentally helped build the Saint Alfred x Reebok Pump shoe. With resi-dance DJS: DJ DELVE (KICKS/HI, Architechs, SuperHandsome), COMPOSE (SuperHandsome, Nocturnal Sound) and SSSOLUTION (KICKS/HI, SuperHandsome, Nocturnal Sound).
KICKS/HI. Hawaii all day, everyday.