Join our Waitlist for Expert Advice!

Stories from the Shoemaker, Reebok's Co-Founder Reebok co-founder Joe Foster recounts pivotal stories from his 31 years running the business.

By David Meltzer

Opinions expressed by Entrepreneur contributors are their own.

Joe Foster is the co-founder of Reebok and the author of Shoemaker: The Untold Story of the British Family Firm that Became a Global Brand. In this episode of #ThePlaybook, Foster talks with host David Meltzer about starting Reebok, its early successes and his advice to entrepreneurs about embracing change.

Foster talks about his family's shoemaking legacy and how he and his brother left the family business to begin their own company. He retells how they landed on "Reebok" as the name of the company based on a perusal of an American dictionary and how they redid the logo after Adidas claimed their earlier logo was too similar to theirs.

Foster talks about running's explosive growth in the U.S. during the 70s and how Reebok capitalized on the popularity of Runner's World by developing a highly rated running shoe.

Foster advises entrepreneurs to embrace change and growth, noting that there is no plateau in business — the other side of the hill is downhill. He also illustrates the importance of innovation with a story about introducing the aerobics shoe to the market through instructors in Los Angeles, propelling the brand's popularity globally.

Related: Unlocking Human Performance

David Meltzer

Co-Founder of Sports 1 Marketing, Speaker, Author and Business Coach

David Meltzer, co-founder of Sports 1 Marketing and host of Entrepreneur's podcast, “The Playbook”, is a Top 100 Business Coach, global public speaker and three-time international best-selling author who has been honored by Variety as “Sports Humanitarian of the Year”.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

You Have One Month Left to Buy a House, According to Barbara Corcoran. Here's Why.

"If you are planning on waiting a year and seeing where interest rates go, you are out of your mind," Corcoran said.

Side Hustle

I Made $14,000 in 1 Week With a Spontaneous Halloween Costume Side Hustle — Here's How

Sabba Keynejad was in art school when he started to refine his entrepreneurial skills.

Thought Leaders

These 3 Trends Will Change What It Means to Be an Entrepreneur in 2025

Here are three entrepreneurship trends from the new Global Entrepreneurship Monitor report that are changing the landscape for the future.

Social Media

How To Start a Youtube Channel: Step-by-Step Guide

YouTube can be a valuable way to grow your audience. If you're ready to create content, read more about starting a business YouTube Channel.

Business News

These 3 Side Hustles Make the Most Money While Working Fewer Hours, According to a New Survey

The survey also found that having a side hustle doubled as a path to becoming more employable.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.