Stories from the Shoemaker, Reebok's Co-Founder

Reebok co-founder Joe Foster recounts pivotal stories from his 31 years running the business.

Free Book Preview: Unstoppable

Get a glimpse of how to overcome the mental and physical fatigue that is standing between you and your full potential.
Entrepreneur Leadership Network Writer
Co-Founder of Sports 1 Marketing, Speaker, Author and Business Coach
2 min read
Opinions expressed by Entrepreneur contributors are their own.

Joe Foster is the co-founder of and the author of Shoemaker: The Untold Story of the British Family Firm that Became a Global Brand. In this episode of #ThePlaybook, Foster talks with host David Meltzer about starting Reebok, its early successes and his advice to entrepreneurs about embracing change.

Foster talks about his family’s shoemaking legacy and how he and his brother left the family business to begin their own company. He retells how they landed on “Reebok” as the name of the company based on a perusal of an American dictionary and how they redid the after claimed their earlier logo was too similar to theirs.

Foster talks about running’s explosive growth in the U.S. during the 70s and how Reebok capitalized on the popularity of Runner’s World by developing a highly rated running shoe.

Foster advises entrepreneurs to embrace change and growth, noting that there is no plateau in business — the other side of the hill is downhill. He also illustrates the importance of innovation with a story about introducing the aerobics shoe to the market through instructors in Los Angeles, propelling the brand’s popularity globally.

Related: Unlocking Human Performance

More from Entrepreneur
Our Franchise Advisors are here to help you throughout the entire process of building your franchise organization!
  1. Schedule a FREE one-on-one session with a Franchise Advisor
  2. Choose one of our programs that matches your needs, budget, and timeline
  3. Launch your new franchise organization
Discover the franchise that’s right for you by answering some quick questions about
  • Which industry you’re interested in
  • Why you want to buy a franchise
  • What your financial needs are
  • Where you’re located
  • And more
Make sure you’re covered for physical injuries or property damage at work by
  • Providing us with basic information about your business
  • Verifying details about your business with one of our specialists
  • Speaking with an agent who is specifically suited to insure your business

Latest on Entrepreneur