Reebok: from sneakers with nails to innovative technologies in the world of sports

The modern sports fashion industry is constantly evolving, with new brands entering the market. But among the huge number of companies, the real old-timers of the business remain at the top. One of them is Reebok – a concern that has existed for 125 years.

At the end of the XIX century, Joseph William Foster did not even think that he could become famous for creating sports shoes. He just wanted to run and decided to make a pair for himself, in which it would be comfortable to cover kilometers. But his production went beyond the workshop in Bolton and reached a global scale.

The start of production: membership in a running club and sneakers with nails

Formally, the history of Reebok began in 1895. Then Joseph Foster, a resident of the small English town of Bolton, became interested in running. He joined the local club “Primrose Harriers” and passionately loved training.

Along with Foster’s eagerness to show high results awoke a desire to buy special shoes for training. Unfortunately, at that time the production of running models was poorly developed. The goods were not of the best quality and were offered in a small assortment. Then Joseph, who by profession was a shoemaker, came to the obvious decision to make sneakers himself. It is rightly said: everything ingenious is simple!

In the same year, the man created the first Foster running shoes. Their soles were equipped with several nails for better grip on the ground – they replaced modern spikes.

A model of J.W. Foster

Already at the beginning of the XX century Joseph closely engaged in his own production of shoes for running, and his company was named J. ‘W. Foster & Co. Sneakers were made strictly to the order of the athlete after taking individual measurements.

In 1906, Foster had sons, and, although they were not yet shop assistants, his father renamed the company J.W. Foster & Sons . Foster & Sons. Another three years later, the inventor developed technologies that allowed his concern to become unique in the UK. Joseph invented a special size scale, thanks to which athletes did not need to come for fitting. Now they could send the master a sheet of paper with the outline of the foot and the specified parameters.

The second innovation was the creation of collections for different types of running. For example, for cross-country training, Foster offered shoes with straps stabilizing the ankle, and for obstacle races – shoes with spiked heels. Later the company began to produce equipment for soccer, rugby, boxing and other disciplines.

At this rate, by the 30s, Joseph’s company had already gained prestige in Britain. Significant was also the fact that Harold Abrahams, Olympic champion in the sprint for 100 meters in 1924, said that Foster’s shoes at an important start helped him to run faster.

Harold Abrahams wins at the 1924 Olympics in France

The new name and the transition into U.S. hands

In 1933, Joseph Foster passed away. Despite the fact that the brand passed into the safe hands of his sons, the most original and breakthrough in the sports fashion industry were his grandsons – Joseph and Jeffrey.

The brothers did not come to the modern name at once. First, they renamed the company Mercury Sports Footwear, because a new model of Mercury shoes came out. But by 1960 the world heard the word Reebok. By the way, in translation from Afrikaans rhebok is a fast-footed roe antelope, a beautiful animal with sharp horns.

In the following years, the company developed its activities in Europe, and in 1979, through the efforts of distributor Paul Fireman opened in the United States. This man had a keen sense of what kind of goods Americans needed. Because of the aerobics boom, Reebok first released purely female models Freestyle and Princess. And to spread the brand among fitness enthusiasts, Fireman gave a pair to each instructor. The trainers simultaneously advertised the products and received a percentage from it.

Paul’s entrepreneurial spirit helped him to buy the concern from the Foster brothers and unite all divisions under the roof of Reebok International Ltd in Boston. The company earned huge popularity, began mass production of clothing and accessories and could compete with Nike.