The site is a showcase of the highly anticipated release of the new RBK PUMP. Not just any shoe, it's an inflatable shoe with a customised fit. The objective was to create a site which focuses on the uniqueness and attitude of the PUMP, while also conveying the personality it possesses from both its past and present evolution. In order to show the PUMP's attitude, the PUMP was brought to life through 3D animations and Flash interactivity. Interactivity on the PUMP site includes a section where the PUMP will stomp on your cursor if you get too close to it, a basketball you can drop into the PUMP which conforms to the shape of the basketball and a game where you can literally 'box' the PUMP.