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Reebok’s New Sneaker Serves ‘Busy Woman on the Go’

With many consumers unable or unwilling to visit their gym during the pandemic, activities like running and hiking have flourished.

Brooks Running ended 2020 with global revenue up 27 percent, thanks in part to a surge in new runners last year. While many retailers closed locations, Swiss running brand On opened its first physical store. According to the NPD Group, hiking saw a “substantial” sales increase last year and stands to outperform the overall market in 2021.

Reebok’s DailyFit, unveiled Thursday, responds to increased interest in an even more accessible activity: walking.

The DailyFit was created for the “busy woman on the go,” Kendra Lee, global product manager at Reebok, said in a statement. “She can go about her day, feeling healthy and confident, while crushing her goals without having to give a second thought of being comfortable. With DailyFit she can stand up, move more and be fit.”

Reebok’s latest walking shoe incorporates new technology into the sneaker’s midsole that sends air to different zones of the wearer’s foot depending on whether she is standing or in motion. The new innovation is incorporated into a three-pod bladder designed to help create foot stimulation and arch support.

Meanwhile, a satin-like molded heel “hugs” the back of the foot to ensure the sneaker stays in place all day long. For additional convenience, the DailyFit employs a slip-on silhouette that allows the wearer to easily take the shoes on and off throughout the day.

The DailyFit is now available for $80 on Reebok’s website. It comes in three colorways—black, navy and grey—with more to launch on in March.

Reebok’s DailyFit is not its only recent product launch targeting the active woman. Earlier this month, it unveiled the second installment of its “Unapologetically You” collection, offering sports bras for both lower-impact and medium-to-high-impact activities, as well as a shiny woven jacket and pant.