When Reef decided it wanted to redefine surf footwear, it wanted to be more than just another beach-to-street shoe. “In today’s modern, fast-paced world, consumers want to simplify their lives–they need truly versatile products to do that,” says Tom Cooke, vice president of footwear at the Carlsbad, CA-based brand. “The product really has to take you further, take you anywhere, and still look and feel good doing it.” Key word: feel good. So the team dug deep with the goal of bringing a new innovation to market in 2015. Enter the Rover Collection featuring Swellular Technology.
“We designed and built products that have simple fashionable uppers juxtaposed with this really high-performance, technology-driven bottom unit,” explains Cooke. Comfort is provided by a super soft contoured swellular foam footbed that offers instant comfort. Support comes from a medium-density molded swellular foam midsole that offers long-lasting support. Lastly, a high-density sawtooth swellular rubber outsole offers traction, protection and durability. “It’s a nice hybrid that’s really versatile for everyday use,” adds Cooke. “We believe this concept captures some white space in the market–and it fits right into Reef’s DNA as a global surf lifestyle brand.”
Debuting in Spring ’15 with four styles for men and women (MSRP $70-$80), Reef plans to carry the technology into future seasons. “We have some very exciting products in our pipeline and we can’t wait to get them into the market,” says Cooke. “Swellular Technology signals to consumers that we’re pushing the envelope again.”