FOUNDER #13. £90M British Reebok Founder Taking on Nike & Adidas - Joe Foster

FOUNDER #13. £90M British Reebok Founder Taking on Nike & Adidas - Joe Foster

Author: Dodge Woodall December 30, 2025 Duration: 59:30

Joe Foster is the founder of Reebok, a British sportswear brand that went from a small UK running business to a global giant.

He talks about designing a “five-star” shoe that got picked up in America - the breakthrough that took Reebok from zero to a billion. He breaks down why people underestimate how competitive it was even back then, with Nike, Adidas and others already fighting for the market. Joe also explains how he and his brother left the family business in 1958 when it was “going nowhere,” then spent 10 years building in the UK before making the bold decision to target America. He shares the practical reality of doing it in the 60s - getting a government-backed stand at the NSGA show in Chicago - and why the US felt like the biggest opportunity, even if it looked like “jumping into the lion’s den.”


This is the eventful life of Mr Joe Foster.


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Dodge Woodall hosts Eventful Lives, a podcast built on the simple premise that everyone has a remarkable story if you know where to look. Since launching in 2020, he’s sat down with over 350 guests from an incredibly wide spectrum of life, creating a unique blend of conversation that spans business, culture, and true crime. One episode might feature a music legend recounting life on the road, while the next delves into the mindset of a former SAS soldier or the gritty realities shared by someone from the criminal underworld. This variety is the show's signature, offering listeners unexpected connections between the worlds of elite entrepreneurship, high-stakes sports, health, and nightlife promotion. The conversations are less about formal interviews and more about uncovering the pivotal moments-the events, decisions, and turning points-that truly define these fascinating lives. With a global audience tuning in from 187 countries, this podcast has found a dedicated following by consistently delivering raw, human stories you won't hear anywhere else. It’s a place where the drive to build a business empire and the lessons from a life on the edge are given equal weight, all through Dodge’s engaging and curious perspective.
Author: Language: English Episodes: 100

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