Reebok’s Billionaire Founder Goes All In on AI - Joe Foster

In this dynamic episode, Charles sits down with Joe Foster—the legendary co-founder of Reebok—and Ben Weiss, CEO of Syntilay, to unpack what it really takes to build legacy brands that stand the test of time.

Joe shares the untold story of growing Reebok from a small UK-based athletic shoe company into a global powerhouse, despite early rejection, fierce competition, and family friction. Ben brings a modern lens to the conversation—revealing how today’s founders can blend legacy thinking with cutting-edge strategy to lead in both business and branding.

Together, they explore how purpose, persistence, and long-term thinking create lasting impact—whether you're building shoes that revolutionize fitness or companies that transform industries.

This isn’t just a business episode—it’s a masterclass on vision, resilience, and what it takes to win across decades.

KEY TAKEAWAYS: -How Joe Foster turned Reebok from a small UK family business into a global footwear brand by targeting overlooked niches like aerobics -The story behind Joe’s departure from the family company—and how conflict pushed him to build a legacy of his own -Why rejection from U.S. distributors became a turning point that forced Reebok to focus on a specific entry point into the American market -The difference between building a business and building a long-term brand—with insights from both Joe and Ben

Head over to provenpodcast.com to download your exclusive companion guide, designed to guide you step-by-step in implementing the strategies revealed in this episode.

KEY POINTS: 01:10 – The birth of Reebok: Joe Foster recounts how a misunderstanding over the family shoe business led him to break away and start Reebok with just a name, a vision, and relentless grit—while Charles is struck by the boldness of reinventing from scratch. 04:42 – Lessons from rejection: Joe shares how 20+ rejection letters from U.S. distributors didn’t stop him—and how he eventually cracked the code by targeting a niche aerobics market—while Ben reflects on how modern founders overlook the power of niche entry points. 08:30 – Building a brand vs. building a business: Ben Weiss explains why building a long-term brand is different from just running a business, emphasizing alignment with purpose and message—while Joe nods in agreement, relating it back to Reebok’s early culture. 11:55 – Scaling without selling your soul: Joe opens up about the moment Reebok scaled globally and the tension between rapid growth and staying true to original values—while Charles notes the timeless struggle of founders facing explosive success. 17:25 – The Syntilay philosophy: Ben shares how Syntilay focuses on building brand equity through meaningful human experiences, not just marketing hacks—while Charles sees the parallel between Ben’s approach and Joe’s legacy thinking. 21:40 – The Reebok-Nike showdown: Joe details the brand rivalry, what it taught him about strategic differentiation, and why Reebok leaned into fashion and fitness while Nike owned performance—while Ben connects this to modern brand positioning. 28:30 – Advice to future legacy founders: Joe and Ben deliver closing thoughts for future entrepreneurs: be patient, protect your vision, and play the long game—while Charles reflects on how real success is measured in decades, not quarters.