Happy99, a creative venture initially conceived as a digital “passion project” by designers Nathalie Nguyen and Dominic Lopez, has made a significant leap from virtual concepts to tangible fashion reality.
SNEAKERS
Happy99 with their latest collaboration with Reebok brings a fresh twist to the iconic Instapump Fury 95, deeply rooted in ’90s gaming and anime aesthetics.
The Journey from Digital to Physical
Back in 2018, Nguyen and Lopez sparked immense interest on Instagram with an image of a virtual sneaker concept named “Happy99.” What started as a showcase of 3D shoe concepts has now culminated in the creation of their first physical shoe. “Making our first shoe is really full circle for us,” shared Dominic Lopez, co-founder of Happy99.
A Retro-Futuristic Design
The collaboration with Reebok introduces two colorways for the Instapump Fury 95: “Purple/Midnight/Earth” and “Boulder Grey/Mint.” These designs integrate a mix of fabrics and vibrant colors, drawing inspiration from the rich visual styles of ’90s video games and anime. Notable features of the shoe include a translucent Pump button and bladder, a blend of Cordura, suede, and synthetic materials for the upper, and a graphic nylon and ripstop gaiter. Additionally, the shoes boast a custom graphic sockliner, the original Fury carbon footplate, and diverse branding elements.
Lopez elaborates on the design choices, “The silhouette’s sharpness combined with the bubbly facade of the Pump bladder creates a cool juxtaposition. The gaiter adds height and an extra layer of texture, enhancing its unique look.”
Doll Culture
Co-Founder Nathalie Nguyen highlights their unique approach to promotion, “We’re big fans of doll culture and often make miniature clothes and shoes for dolls. For this project, we decided to 3D print a life-sized doll to shoot in Chinatown, NYC, adding a whimsical and creative touch to our marketing.”
Availability and Pricing
The Happy99 x Reebok Instapump Fury 95, priced at $250 USD, will initially be available exclusively from Happy99 starting December 15. A wider global release is scheduled through Reebok and select retailers from December 22, offering sneaker enthusiasts and fans of ’90s culture a chance to own a piece of this nostalgic collaboration.
This collaboration marks a unique blend of nostalgic references and modern design, bringing a fresh perspective to the classic Instapump Fury 95 and showcasing the innovative spirit of Happy99.
