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Feb. 14, 2022

BOG #87 Building Reebok into the No. 1 Sports Brand w/ Joe Foster

BOG #87 Building Reebok into the No. 1 Sports Brand w/ Joe Foster

On today's episode of Bits of Gold, I interview Joseph William Foster (Joe Foster). Joe was born in 1935 in Bolton England, sharing a birthday with his grandfather, also Joseph William Foster. Joe’s grandfather was the founder of J W Foster & Sons (Athletic Shoes), and the inventor of the Spiked  Running Shoe and the Trainer (Sneaker).  

Joe and his late brother Jeff were born into the J W Foster & family business, but on their return after 2 years away from home on National Service, they asked questions... The year was 1955 and the brothers saw a business still rooted in the 1930’s.  

Their Father and Uncle were now operating the business and very much like another Sports Shoe company, spent more time fighting than collaborating. The result was that in 1958 Joe and Jeff left the Foster business to set up a new Sports Shoe company.  

The brothers founded Mercury Sports Footwear, which after 18 months they changed its name to REEBOK.

Joe had been advised to protect their company’s name by registering it.  

By 1965, Joe was on his way to the NSGA (National Sporting Goods of  America) Show in Chicago, which was the start of many Global  adventures and experiences that after 15 years brought him together with  Paul Fireman and later many Stars of film and television. As the surviving Founder of Reebok, Joe still welcomes the opportunity to  travel and recount those early stories from start-up to taking the company to a $4 billion business, overtaking Adidas & Nike to become the Worlds  No. 1 sports brand.

I feel lucky to share Joe's story today in how he built a global brand and a life he loves!

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