How 2 Reebok Execs Rebooted to Launch a Shoe Startup
Marcus Wilson and Michael Schaeffer had big careers in the athletic shoe business: Schaeffer was Reebok's global creative director, and Wilson was its head of brand strategy. But two years ago, they jumped to the opposite end of the market: They became the little guys, launching a shoe startup called NoBull that caters to CrossFitters. They now sponsor four CrossFit celebrities and have 11 shoe styles for sale, and have learned a lot about the benefits of being small.
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