FlashFilm is a molding innovation that allows the midsole to be made of an incredibly fragile foam without degrading. This is done by vacuum sealing and lining the mold with a TPU film, and then pouring a fragile foam in liquid form into the mold. The TPU film bonds to the liquid foam and creates a protective layer. Previously impossible elements such as multi-colored placed graphics, metallic effects, and superfine detailing are now possible at a reasonable cost.
Our initial drop was focused on a very specific female consumer. We also wanted to celebrate the new visual effects possible with this process. To do this we chose beautiful metallic treatments that have never before been replicated on footwear midsoles.
Gal Gadot (Reebok’s most prominent spokesperson) was chosen to support the FlashFilm running program.