Join Sophie as she sits down with Joe Foster, the co-founder of Reebok, who takes us through the riveting transformation of a family legacy into a global powerhouse in the sports industry. Joe shares candid stories of how he and his brother Jeff bravely stepped away from tradition, defying their family's resistance to change. Their early days, influenced by national service and an unwavering belief in their vision, set the stage for Reebok's meteoric rise. This episode is a treasure trove of insights into the strategic division of responsibilities, with Jeff focusing on production and Joe steering other facets, a strategic partnership that became the backbone of their success.

Joe Foster is the grandson of Joseph William Foster, the young athlete credited with inventing the spike running shoe in 1895. Joe and his late brother Jeff, left the family business in 1958 to set up their own company, which would become Reebok in 1960. 

Under Joe’s stewardship, the company grew from $9 million to $900 million dollars in the late 80’s and overtook Nike and Adidas to become the number one global sports brand.

In this episode, you’ll hear about:

• Joe Foster's journey from a family business to co-founding Reebok and transforming it into a global sports brand

• The strategic division of responsibilities between Joe and his brother Jeff, laying the foundation for Reebok's success

• Overcoming financial challenges and navigating global expansion, including a pivotal winding-up order and entering the American market

• The impact of grassroots marketing and innovative thinking on building Reebok's brand recognition and market presence

• The rise of aerobics in the 1980s and Reebok's pioneering introduction of a women's aerobics shoe, revolutionizing the sports footwear market

• Reflections on the Foster brothers' legacy and the rich family history in shoemaking, dating back to their great-grandfather

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Supporting Resources:

Website - https://www.jwfosterheritage.com/

Other Guest URLs - https://onegoldennugget.com/share-your-nugget-special/

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