First Things THRST E099 - What it Really Takes to Build a Billion-Dollar Brand (Founder of Reebok)
Jul 10, 2025
Joe Foster, the founder of Reebok and author of 'Shoemaker,' shares his incredible journey of transforming a small workshop vision into a global sportswear phenomenon. He discusses the role of luck and innovation in brand-building and reveals how aerobics propelled Reebok into the mainstream. Joe also reflects on leaving the family business and the challenges of entering the competitive U.S. market. With insights into overcoming obstacles and embracing fun in entrepreneurship, this conversation showcases the spirit of perseverance and creativity in the world of sports branding.
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Joe Foster's Early Shoe Business
- Joe Foster and his brother started their new shoe business called Mercury Sports Footwear in 1958 after leaving the family business.
- They faced early challenges including naming rights being taken, which forced them to reconsider and pick a new brand name.
Naming Reebok Inspired by Childhood Prize
- Joe found the name 'Reebok' in a 1943 Webster's dictionary he received as a prize as a child.
- The name Reebok, a small South African gazelle, perfectly symbolized a running shoe brand and was successfully registered after initial hurdles.
Club-Level Selling Strategy
- Joe used athletic clubs as agents to sell Reebok shoes through a clever 15% commission model to club members.
- This grassroots approach rapidly grew their network to nearly 400 agents and gave Reebok dominance in UK athletics.
