Reebok’s DMX family of footwear is the stuff of legend – and although it might sound like it, the ‘DMX’ part of the name has absolutely no correlation whatsoever to the American rapper responsible for hits like ‘Ruff Ryders’ Anthem’ and ‘X Gon’ Give It To Ya.’
In this case, DMX actually stands for DynaMax – the cushioning technology Reebok built into its midsoles. And if we sound unusually pleased with ourselves for knowing that, it’s because we only found out about fifteen minutes ago, too.
DMX cushioning first appeared in Reebok’s basketball footwear range, offering a soft, responsive on-foot feel alongside long-lasting comfort. But it didn’t take long for Reebok to notice that plenty of not-basketball players were reaching for the DMX, leading the brand to implement the technology across a much wider selection of footwear – from lifestyle silhouettes to running shoes. Since then, DMX has gone on to become one of Reebok’s signature calling cards, appearing on countless models from the ’90s right up to the present day.
And now, Reebok has brought back one of the all-time DMX icons in the form of the DMX Series 3000 – a sneaker that’s every bit as cushioned as it is bright, bold, and bathed in late-’90s nostalgia.
At its core, the DMX Series 3000 has everything that made the original DMX line such a coveted range back in the day: a tasteful mix of suede, leather, and mesh panelling sitting atop a chunky, undeniably basketball-inspired midsole. They look great, but you can almost guarantee they feel just as good on foot – and if the DynaMax of today is anything like the DynaMax of the ’90s, it’ll feel like walking on clouds.
This latest release of the DMX Series 3000 arrives in four different colourways: triple black, triple white (even if Reebok insists on calling it Chalk), a completely mental Starburst-looking Sport Citrus/Blackberry combo, and finally, an irrefutably ’90s Grey/Dream Purple option. It’s a seriously good-looking line-up, and pretty much covers all bases.
In a world where far too many unnecessary retros and half-hearted re-releases seem to clog up our explore pages, the return of the DMX Series 3000 feels like a genuine breath of fresh air – a totally ’90s-flavoured one at that – and we couldn’t be more buzzing about it.
Find out more about the DMX Series 3000 at Reebok
