Episode Summary

On this episode of The Australian Business Show, Joseph Foster joins Nick Stehr to talk about lessons he’s faced during his journey, technology’s effect on the modern way of life, how the sports industry has evolved throughout his career, Reebok’s move into the USA, and the power of marketing.

In 1958, with his late brother, Jeff, Joe Foster founded Reebok, the iconic fitness footwear and clothing brand. The Reebok brand has featured as a sponsor for major sports teams in Argentina, Australia, Brazil, Canada, Chile, Colombia, England, Germany, India, Mexico, New Zealand, Paraguay, Uruguay, USA, and Wales, and has been worn by prominent personalities, including Jane Fonda, Ariana Grande, Shaquille O’Neal, Gin Miller, Andriy Shevchenko, Mahendra Singh Dhoni, Ryan Giggs, Thierry Henry, Venus Williams, Jay-Z, 50 Cent, Victoria Beckham, and Cardi B.

Timestamp Segments

• [02:07] Joe’s top lessons.
• [04:12] Travelling away from family.
• [05:39] How technology has changed the way of life.
• [10:41] How has the nature of business changed?
• [14:29] Reebok in the 90s.
• [16:19] Reebok’s history.
• [17:42] Stephen Rubin and Paul Fireman.
• [21:31] Too many presidents.
• [22:41] Bringing in shareholders.
• [27:13] The power of marketing.

Notable Quotes

• “Kids, in particular, they don’t want to be told how to do things.”
• “The only problem with Reebok is, we’ve had more presidents than a Latin American state.”
• “Advertising should always ask a question.”

Relevant Links

reebokthefounder.com.