ROCKPORT CANADA LAUNCHES SOUL SENSATION
By Adnews Staff
Rockport Canada of Aurora, Ontario is soothing soles across the country with the launch of the Soul Sensation footbed. The Soul Sensation footbed includes an air cushioning system designed to massage and stimulate key pressure points on the soles of the feet. The footbed design incorporates running shoe technology from parent company Reebok International and is based on Reebok's patented DMX air-flow system. The system allows the flow of air from the heel to the toe. The footbed will be featured in 70 per cent of Rockport's new women's products for the Fall 1999 season. To support the launch of Soul Sensation footbed, Rockport partnered with North American fitness expert Eve Isaacson to create Soul Sensation Movement, a fitness program based on the importance of strong and flexible feet. A CD of original music and a video of Isaacson demonstrating her technique are part of the program. In the spring, Rockport through its agency-of-record Kirshenbaum & Bond of New York will launch a campaign to promote the new Soul Sensation Movement in fitness clubs and chiropractic offices across the country.