Joe Foster

From the humble roots of a long line of shoemakers, Joe Foster co-founded Reebok in 1958, a brand that would go on to define an entire generation. The name, inspired by an antelope known for being 'light, fast and agile', was a perfect embodiment of the sports shoe company's ethos.

Joe's entrepreneurial journey didn't just result in a successful brand, but a cultural phenomenon. Reebok shoes were not just worn by athletes setting world records and winning medals in major global events, they were donned on red carpets, spotted on film stars like Sigourney Weaver in 'Aliens', and at one point, adorned the feet of around 60% of the USA's population.

Joe's story is a testament to the transformative power of vision and tenacity. Despite the initial setback of his first choice of name, Mercury, already being taken, Joe bounced back, symbolizing the agility and resilience that Reebok would come to represent.