How Joe Foster Turned Reebok Into a Global Brand
In this episode, Phillip Warrick interviews Joe Foster, founder of Reebok, as he shares the inspiring journey behind the brand’s rise to global success. Joe talks about his grandfather’s invention of the spike running shoe, the impact of World War II on the family business, and the pivotal moment of rebranding from Mercury Sports to Reebok, inspired by a South African gazelle. He highlights how identifying market gaps, like the American aerobics boom, and leveraging celebrity endorsements, such as Jane Fonda, fueled Reebok’s growth. Joe also emphasizes the importance of having fun in business, which he believes is key to long-term success.
