First Things THRST E099 - What it Really Takes to Build a Billion-Dollar Brand (Founder of Reebok)
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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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Breaking into America Took 11 Years
- Joe attended the 1968 NSGA show in Chicago with partial British government funding to break into the U.S. market.
- Despite lack of initial sales success, he persisted through six failed distributors until finally gaining traction with Paul Fireman in 1978 after a high Runner's World rating.
Quality Crisis with EVA Foam
- Manufacturing issues with EVA foam caused around 20% of Reebok's shoes to fail when produced by Barter in England.
- Returns grew but distributor Paul Fireman absorbed losses by replacing shoes, allowing the company to survive until Korean production began.
Aerobics Catapulted Reebok Globally
- Reebok discovered aerobics as a new market in the early 1980s thanks to Arnold Martinez and aerobics instructors in LA.
- Creating special women's aerobics shoes led to explosive growth from $9 million to $900 million in four years, overtaking Nike globally.
