Why Reebok Needs to Give Allen Iverson a New Signature Sneaker

Old Technology Dies Hard

Ask any sneakerhead who lived through the mid-90s and you'll most likely hear praise for Reebok's DMX and Hexalite cushioning. Despite the change in technology over the years in nearly every aspect of sneakers, cushioning doesn't really change that much. Skate shoes use a lot of Suprafoam or similar cushioning systems, Nike uses Air, ASICS Gel and so on. DMX and Hexalite technology is as functional today as it was when Iverson was putting fans in those Philly seats. A few updates here and there and Reebok's performance basketball edge could be as sharp as AI's tongue again. We're talkin' about practice.

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