Joseph William Foster, born in 1935 in Bolton, England, shares a remarkable story intertwined with family, tradition, and the birth of an iconic brand. Joe Foster and his late brother Jeff, descendants of J W Foster & Sons (Athletic Shoes) Ltd, embarked on a journey that led to the creation of Reebok.
Family Roots and Tradition
- Born into the legacy of J W Foster & Sons, founded by their grandfather.
- Return from National Service in 1955 revealed a business still rooted in the 1930s.
- Witnessing family feuds and a business struggling to evolve.
The Genesis of Reebok
- In 1958, Joe and Jeff decided to leave the family business and set up a new Sports Shoe company.
- Mercury Sports Footwear was born, later renamed Reebok after 18 months.
- A tale of breaking away from tradition and venturing into the unknown.
Themes Explored in the Episode
- Challenges of a Traditional Family Business
- Navigating the complexities and struggles within a family business rooted in tradition.
- Knowing When to Walk Away
- Recognizing the need for change and making the bold decision to step away from the family legacy.
- Perfection in Craft and Community Connection
- Embracing the values of craftsmanship and fostering a deep connection with the community.
- Finding Gatekeepers
- Identifying key influencers and gatekeepers who played pivotal roles in the brand’s journey.
- Going All In and Sacrifice
- The commitment, sacrifices, and dedication required in the early stages of building a brand.
- Growth and the USA Obsession
- The pivotal role the USA played in Reebok’s growth and the brand’s obsession with the American market.
- Life as a Founder
- Insights into the challenges and triumphs of life as a founder in the sports shoe industry.
- Reebok Now
- A glimpse into the current status and evolution of the Reebok brand.
The Reebok Legacy
Joe Foster’s journey encapsulates the essence of perseverance, innovation, and trendsetting that has defined Reebok’s legacy. Tune in to explore the dynamic interplay of family dynamics, business challenges, and the birth of a global sports brand.