#10 | Make Billions, Finding your White Space | Joe Foster

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Joe Foster is a British businessman and co-founder of the sportswear company Reebok. Born into a shoemaking family, Foster and his brother Jeff started Reebok in 1958. Under Foster's leadership, Reebok grew from a small running shoe company into a global sportswear brand, known for its innovative designs and marketing strategies. His entrepreneurial spirit and innovation have significantly influenced the sportswear industry.
What did we talk about:
In this episode, we have an engaging conversation with Joe Foster, the co-founder of the sportswear giant, Reebok. Joe shares his journey, starting from his early life in a family that was already immersed in the shoe business, J.W. Foster and Sons, a company credited with the invention of the spiked running shoe.
Despite not being a running enthusiast himself, Joe was deeply involved in the shoe business from a young age. He and his brother Jeff found themselves in the midst of a failing family business, marred by constant feuding between their father and uncle. This led them to make the bold decision to leave and start their own venture, which would eventually become the globally recognized brand, Reebok.
Joe provides insights into the evolution of shoes, from performance-based footwear to versatile designs that could be worn on the street, expanding the market for their products significantly. He also shares an interesting anecdote about basketball player Shaquille O'Neal, who switched to Reebok simply because they offered a shoe in his size (22), which Nike did not.
The conversation takes a fascinating turn as Joe reflects on the rapid pace of technological change and its impact on business and society. He candidly admits his struggle to fully comprehend concepts like the metaverse and cryptocurrencies, despite understanding what they are.
Joe also shares his experiences during World War II, his time in the scouting movement, and his national service, all of which he believes instilled in him discipline and confidence. Towards the end of the episode, he discusses the challenges of running a company amidst internal conflict, drawing from his experiences with his father and uncle. He leaves us with the important lesson of looking towards the future and adapting to change.
Tune in to this episode for a deep dive into the life of a man who has been at the heart of the sportswear industry and has witnessed its evolution firsthand.
Links:
- https://www.reebokthefounder.com
- https://www.instagram.com/reebokthefounder
- https://onegoldennugget.com/reebokthefounder

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