CK: What kind of feedback has Reebok gotten from people who have been wearing EasyTone and ZigTech?
McInnis: The great thing about today’s world is that you can get on Google and find comments on anything you want. Our new products are no exception. There are certainly people out there blogging about it and giving updates on their results whether it’s on YouTube or anywhere else. That part is going to be an unofficial way. What we do before the product ever gets out to the market is the extensive wear-testing where we ask a lot of specific questions. When we do a wear-testing – just to give you a perspective on that – wear-testing for ZigTech, we’ll send out the shoes to different wear-testers and we want them to put on between 200 to 300 miles so they’re really living with the product day in and day out before it ever gets to market. And then at the beginning of the study, halfway through and at the end of the study so that we can track how the product performs, we send them a questionaire asking them everything about the shoe. How does it feel when you first put it on, how does it feel after your run, what’s good about the heel cushioning, what’s good about the forefoot cushioning energy return… anything you can think of. We give them some opportunity for open response as well. So when you do that across 30 or 40 runners who have lived with it over time, you’re really going to find out what works, what doesn’t.
CK: Does Reebok have plans to expand EasyTone and ZigTech into multiple shoes for multiple sports?
McInnis: Yeah, that’s already happening with the toning going into the running segment. Zig Tech getting into basketball. That’s certainly already starting to happen and you can expect to see more of it.