Joe Foster - How I Built Reebok from $0 to $3.8 Billion

Luminate with Lan Anh Vu

In this week’s episode, we’re joined by a living legend Joe Foster, founder of Reebok.

Joe founded Reebok in 1958 with his late brother Jeff, following their family heritage back to 1895. Joe’s Grandfather, also Joseph W Foster, pioneered the spiked running shoe and famously made shoes of some of the world’s best athletes of the early 20th century.

Wearing (pumps) made by J W Foster & Sons Ltd, Harold Abrahams and Eric Liddell won Olympic Gold Medals in the 1928 Paris Olympics and were immortalized in the film ‘Chariots of Fire’.

With Reebok, Joe & Jeff followed in his grandfathers footsteps, creating footwear that led to Olympic, Commonwealth, European medals and World record-breaking performances and over time, became the globally recognized brand that we know and love today.

Acquired by Adidas in 2005 for $3.8 billion, Joe has since retired and authored a book: “Shoemaker: The Untold Story of the British Family Firm that Became a Global Brand”.

In this episode, we discuss about the entrepreneurial journey, and everything Joe has learned along the way when it comes to business and brand. There’s a great amount of sharp advice for anyone thinking about starting their own company.