Reebok International’s Paul Litchfield (former Vice President, Advanced Concepts) built upon the idea of a pumping mechanism first conceived for a ski boot in order to make the most custom-fitting basketball shoes on the market. He invented an inflatable bladder that was activated through a button on the shoe’s tongue, expanding the quilted chambers to mold to the foot. The Pump’s cutting-edge technology and individualized fit made it a highly sought-after sneaker, with an unprecedented price tag of $170.