Reebok have taken their EasyTone shoe concept to clothes. They have released tops and trousers that create resistance with every move, giving them the same toning capabilities.
Why it matters
Functional clothes are on the rise, even those that now are deliberately uncomfortable to wear (with resistance to every move). Will fashion brands have to tick a growing number of boxes - style, function, value, health and fitness – in order to remain competitive and relevant to consumer demand?
To promote its new condom range “Performax Intense Mutual Climax” helping couples to get in sync, the brand Durex launched a new advert showing vinyl records and turntables representing men and women. Each turntable plays a song and when the two songs are synchronized, the viewer discovers the famous Marvin Gaye’s classic hit “Let’s get it on”. The brand developed a Facebook app where a team of players has to slow down or speed up songs to be in sync.
To highlight the necessity of an efficient healthcare system and the risks of self medication, the NGO Doctors of the World released a series of videos describing how to treat injuries and diseases with a bit of tongue-in-cheek humour. For example, one video features how one should heal a broken shinbone with a sander and a staple gun. Another video explains how you can remove a decayed tooth with an electric drill and a hairdryer.