Reebok India is to focus on the school shoes market with a new design called the Workout Ripple Shoe. The product has a leather upper, EVA and rubber outsole, and is both durable and functional, making it suitable for all children's needs. To market the shoe, Reebok India is to supply the schools directly. The first school on board was the Bishop Cotton School in Shimla, now two more schools have signed up to the deal and seven others have shown an interest.

Speaking during a press conference to launch Reebok’s Greg Norman brand of golf apparel and accessories, Mr. Subhinder Singh Prem, executive director of sales and marketing for Reebok India, said: ‘‘The school shoes segment holds huge potential. We will tap this segment by taking the school route first and look at getting on the retail shelves only after that,’’

Industry sources estimate the school market to be worth roughly three million pairs a year in India. Reebok’s school shoes project has been in the planning stage for almost a year with over Rs25 lakh ($25 million) spent on research and development. The concept and styles were developed at the Reebok Development Centre at Boston in the US. The retail price of the shoes will be between Rs 590 and Rs 790 ($12.5 to $17.00).