Happy99 Introduces 90s Gaming & Anime to Reebok’s Iconic Instapump Fury 95 Sneaker, December 15

In 2018, designers Nathalie Nguyen and Dominic Lopez posted a picture of a virtual sneaker concept on Instagram under the brand “Happy99”. Soon after, a number of stylists reached out, looking to acquire the shoes for their celebrity clientele. Just over a year later, what started as a digital “passion project between two long-distance artists and designers” is making headway in a new reality of footwear and apparel. 

“When we first started “H99”, we originally used the page to showcase our own 3D shoe concepts, so finally being able to make our first shoe is really full circle for us,” said Happy99 Co-Founder, Dominic Lopez.

Presented in two distinct colorways – Purple/Midnight/Earth (100073105) and Boulder Grey/Mint (100073106) – the Happy99 x Reebok Instapump Fury leverages a diverse blend of fabrics, bold color pops, and earth tones to draw inspiration from ‘90s video games and anime. Additional design elements include a translucent Pump button and bladder, a Cordura/suede/synethetic mixed material upper, graphic nylon and ripstop gaiter, custom graphic sockliner, an OG Fury carbon footplate, and branding nods throughout. 

“We love the icon-ism of Fury in general, from its popularity in cult classic moments to its anime collabs and fun cameos,” continued Lopez. “From a design perspective, the silhouette’s sharpness combined with the bubbly facade of the Pump bladder is such a cool juxtaposition. And the option to cover with the gaiter gives it some height and a nice added layer of texture.”

“We’re big fans of doll culture and often make miniature clothes and shoes for dolls to shoot for promo,” concluded Happy99 Co-Founder, Nathalie Nguyen. “Usually we work with 1/3 and 1/6 scale dolls but for this project we decided to 3D print a life-sized doll (1/1 scale), to shoot it in the wild in our neighborhood -Chinatown, NYC.”

The Happy99 x Reebok Instapump Fury ($230) is available December 15 exclusively from Happy99.online, followed by a wider global release from Reebok.com and select fashion retailers on December 22.  

Happy99 × Reebok via 360 MAGAZINE.
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360 MAGAZINE is an award-winning international publishing on popular culture and design. We introduce avant trademarks to efficacious architects. We are a LGBTQIA2S+ friendly publication--officially recognized by the NGLCC. Our core demographic ranges from 19 to 39-year-old college-educated trendsetters within their respective international communities. The pages in this art book satisfy their strong interests including music, art, travel, auto, health, fashion, tech, philanthropy, design, food and entrepreneurship. It's an introspective digital/print/tablet portrait series, which encapsulates artists/brands/entities who embody the true essence of our publication- empowerment, equality, sensuality and most important of all, humanity within a global society.

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