shoemaker

The remarkable story of how Joe Foster developed Reebok into one of the world's most famous sports brands, starting from a small factory in Bolton.

Since the late 19th century, the Foster family had been handcrafting running shoes, supplying the likes of Eric Liddell and Harold Abrahams—later immortalized in Chariots of Fire—as well as supplying boots to most Football League clubs. However, a family feud between Foster's father and uncle over the direction of their business led Joe and his brother Jeff to establish a new company, inspired by the success of Adidas and Puma; thus, Reebok was born.

At first, money was so tight that Joe and his wife had to live in their dilapidated factory, while the machines that made the shoes were positioned around the edge of the floor, as they were so weak that they would collapse if placed in the middle. But from this unfortunate beginning, a major new player in the athletic equipment business began to emerge, inspired by Joe's marketing vision. By the 1980s, Reebok had become a global phenomenon, when it was the first to capitalize on Jane Fonda's passion for exercise. Soon, Reebok was appearing on Hollywood red carpets and even in the movie "Aliens," where Sigourney Weaver wore a pair of Reebok "Alien Stompers." Like the international bestseller "Shoe Dog" by Nike founder Phil Knight, "Shoemaker" is a moving story of triumph against all odds, revealing the challenges and sacrifices that go into building a global brand. It is also the story of how a small, local company can transform itself, with the right products and the right vision, into something much bigger.