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The remarkable story of how Joe Foster developed Reebok into one of
the world's most famous sports brands, having started from a small
factory in Bolton. Since the late 19th century, the Foster family
had been hand-making running shoes, supplying the likes of Eric
Liddell and Harold Abrahams - later immortalised in the film
Chariots of Fire - as well as providing boots to most Football
League clubs. But a family feud between Foster's father and uncle
about the direction of their business led to Joe and his brother
Jeff setting up a new company, inspired by the success of Adidas
and Puma, and so Reebok was born. At first, money was so short that
Joe and his wife had to live in their rundown factory, while the
machinery that made the shoes was placed around the edge of the
floor, because it was so weak it could have collapsed if they'd
been positioned in the middle. But, from this inauspicious start, a
major new player in the sports equipment field began to emerge,
inspired by Joe's marketing vision. By the 1980s, Reebok had become
a global phenomenon, when they were the first to latch onto the
potential of the aerobics craze inspired by Jane Fonda. Soon,
Reeboks were being seen on Hollywood red carpets and even in the
film Aliens, where Sigourney Weaver wore a pair of Reebok Alien
Stompers. Like the international bestseller Shoe Dog, by Nike's
Phil Knight, Shoemaker is a powerful tale of triumph against all
the odds, revealing the challenges and sacrifices that go into
creating a world-beating brand; it is also the story of how a small
local business can transform itself, with the right products and
the right vision, into something much, much bigger.
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