Joe Foster, founder of Reebok, dissuses the eleven year struggle to break into the American market. Joe recognized that the US was the place they had to conquer to grow the brand, but easier said than done. 

In this class, Joe will share his adventures along the way and insights into the building of the international distribution network across the rest of the world.

The class includes QA time to ask Joe about lessons from founding and building Reebok.

Joe Foster, founder of Reebok, dissuses the eleven year struggle to break into the American market. Joe recognized that the US was the place they had to conquer to grow the brand, but easier said than done. 

In this class, Joe will share his adventures along the way and insights into the building of the international distribution network across the rest of the world.

The class includes QA time to ask Joe about lessons from founding and building Reebok.

An 11 Year Adventure

Reebok's Expansion into the US

Joseph William Foster (Joe Foster) was born in 1935 in Bolton, England with the same birthday 18th May, as his grandfather, also Joseph William Foster who had died 18 months earlier. Joe’s grandfather was the founder of J W Foster & Sons (Athletic Shoes) Ltd and the inventor of the Spiked Running Shoe and the Trainer (Sneaker). 

Joe and his late brother Jeff were born into the J W Foster & family business, but on their return after two years away from home on National Service, they asked questions. The year was 1955 and the brothers saw a business still rooted in the 1930’s. 

Their Father and Uncle were now operating the business and very much like another Sports Shoe company, spent more time feuding than collaborating. The result was that in 1958 Joe and Jeff left the Foster business to set up a new Sports Shoe company. 

The brothers founded Mercury Sports Footwear, which after 18 months they changed its name to REEBOK. Joe had been advised to protect their company’s name by registering it. 

By 1965, Joe was on his way to the NSGA (National Sporting Goods of America) Show in Chicago, which was the start of many Global adventures and experiences that after 15 years brought him together with Paul Fireman and later many stars of film and television. As the surviving Founder of Reebok, Joe still welcomes the opportunity to travel and recount those early stories from start-up to becoming World's No. 1. Joe has written a book documenting the history and his journey and signed copies with an extra gift can be ordered here: http://www.jwfosterheritage.com  

Reebok's Expansion into the US

An 11 Year Adventure

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