In this powerful closing keynote at Elite Business Live, Reebok founder Joe Foster takes us on a remarkable journey from a small family workshop in Bolton to building one of the most recognisable global brands in sport and fashion.

With honesty, warmth and sharp business insight, Joe shares:

How Reebok began in 1958 after breaking away from his family’s failing shoe business

The 11-year uphill battle to enter the U.S. market

How a chance aerobics trend — and Jane Fonda — triggered explosive growth

The emotional toll behind the success, including personal loss and business challenges

His unique philosophy on what it really takes to build something that lasts

This is more than a story about shoes — it’s about perseverance, reinvention, and the mindset behind global success.

📖 Want the full story? Pick up Joe Foster’s book Shoemaker for the untold history of Reebok.

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