Joe Foster is the founder of Reebok, a British sportswear brand that went from a small UK running business to a global giant.

He talks about designing a “five-star” shoe that got picked up in America - the breakthrough that took Reebok from zero to a billion. He breaks down why people underestimate how competitive it was even back then, with Nike, Adidas and others already fighting for the market. Joe also explains how he and his brother left the family business in 1958 when it was “going nowhere,” then spent 10 years building in the UK before making the bold decision to target America. He shares the practical reality of doing it in the 60s - getting a government-backed stand at the NSGA show in Chicago - and why the US felt like the biggest opportunity, even if it looked like “jumping into the lion’s den.”

This is the eventful life of Mr Joe Foster.

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