Joe Foster is the founder of the legendary shoe brand Reebok, which he started with his brother Jeffrey in 1958. During his time at Reebok, Joe built the brand to become bigger than Nike and pioneered what we today call influencer marketing.
Joe Foster is the founder of the legendary shoe brand Reebok, which he started with his brother Jeffrey in 1958. During his time at Reebok, Joe built the brand to become bigger than Nike and pioneered what we today call influencer marketing.
Reebok's roots began with the JW Foster brand, founded by his grandfather (also known as Joe Foster) in 1900 to make running shoes for local athletes in Bolton. Elder Foster pioneered the spikes intended to be attached to sneakers, this improved traction and was first molded in 1895. He was educated in the shoe manufacturing industry by his own grandfather, Samuel Foster, in the 1860s to make shoes for cricket players.
Joe worked for the family business up until 1858, when he decided to leave to start his own brand with his brother. The brand’s original name was actually ‘Mercury Sportswear’, however, the brothers ran into problems when registering their trade name, so the name was changed to Reebok in 1960.
Joe spent 31 years growing Reebok, growing the brand into the biggest sportswear name of its time, before he left the company in 1990. Joe’s journey is one fueled by passion and persistence, and we hear all about the challenges he faced on today’s podcast.
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