Special Guest Dinner with Joe Foster, Co-Founder of global megabrand Reebok

In Person
November 23, 2022
Business Growth


At this intimate roundtable, Joe Foster, will be sharing his inspirational story of starting Reebok, taking a humble family business and its difficult journey to becoming a global megabrand.

Evolving from a family business started by his pioneering grandfather, who supplied shoes to athletes, Joe launched Reebok with his late brother Jeff. They set their vision on cracking the biggest retail market in the world and started a 20-year effort to break America.

“It took us 20 years to get into the US, then five years to grow from a £9m to a £900m business ”. By the late 1980s they were the world number one sports company and supplying celebrities and royalty.

Joe will be sharing the ups and downs of scaling Reebok, how they were eventually able to crack the US market and lessons learnt on growing a billion-dollar brand.

Meet the speaker:

Joe Foster launched Reebok in 1958 alongside his late brother Jeff Foster. He stepped back from the company on New Year's Eve in 1989 but remains an ambassador and speaker. His most recent role was president of the international division. In October 2020 Foster published an autobiography of his journey launching Reebok, entitled Shoe Maker: The untold story of the British family firm that became a global brand.

In 1990, just before Foster left the business, Reebok was worth $1bn (£700m), and its US division Reebok International was worth $2bn (£1.4bn).

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