Reebok is not often mentioned nowadays, despite being at forefront of sneaker news since the early 2000s. Sneakerheads are now more interested in the bigger, better brands like Nike and Adidas. Reebok is still a favorite among sneakerheads, even though they don’t recognize it. It is a brand that has attracted celebrities like Jay Z, 50 Cent and Rick Ross, and has made a lot of progress in the worlds of sports.
History Of Reebok
J.W. founded Reebok. Foster and Sons was founded in 1895 by J.W. Foster and his sons, Bolton, England. J.W. was born five years earlier. Foster started making and selling running shoes in Tottington five years ago, setting the foundation for the company that he and his family would soon create. J.W. Foster and Sons started out by making a simple running shoe. The company began to focus on athleisure and shoes. They quickly found a lot of success when British athletes started wearing J.W. Foster & Sons shoes during the 1924 Paris Summer Olympics. Foster’s grandsons Joe Foster and Jeff Foster formed Reebok in 1958. This company took over from J.W. Foster & Sons.
Paul Fireman, a businessman, noticed Reebok at the 1979 Chicago International Sneaker Trade Show. Fireman negotiated a deal which allowed Reebok to become the Reebok USA Ltd. division in the United States. Reebok’s Reebok Freestyle shoe was introduced three years later. It was the first shoe that was specifically designed for women. Reebok’s fame grew further with Gin Miller being a face of the brand and sales increasing to $13M in the following year. The brand started licensing deals with NBA and NFL athletes in the mid-80s. Reebok Pumps were introduced by the company in 1989. They are worn by NBA players Dominique Wilkins, Shaquille O’Neal, as well as actor Omar Epps.
Reebok’s President and CEO was Carl Yankowski in 1998. He had succeeded Robert Myers as President but his position would not last. After Yankowski accepted an executive job elsewhere, Chairman Paul Fireman assumed Yankowski’s role one year later.
Reebok enjoyed a prosperous decade in 2000, with the brand partnering more athletes and expanding further. After winning her singles titles at 2000 Summer Olympics, Venus Williams signed with Reebok. The brand signed a 10-year licensing deal with the NFL that gave them exclusive rights to produce and sell NFL merchandise. Reebok was the exclusive outfitter of 29 NBA teams in 2001! Jay Margolis was also named President and COO that year. The brand was named the official apparel and uniform provider for the Canadian Football League three years later. This helped to solidify Reebok’s position in sports. Adidas purchased Reebok in 2005 as a subsidiary after they had become a well-known sportswear brand. Paul Harrington was appointed President and CEO in 2006.
Reebok enjoyed a surge in popularity within the hip-hop community during the 2000s with Jay Z and 50 Cent backing the brand. The brand gained a lot of attention in the 2010s when it announced a partnership to CrossFit (at the beginning of the decade), and another partnership with Les Mills, a group training and fitness program. They signed with Kendrick Lemar in 2014 and also inked a six-year UFC deal in December 2014. The company recently signed with Future in 2016. They have been relatively moderate in the sneaker world. Reebok Instapump Fury will be released in the OG Citron colorway to celebrate the 25th anniversary of “Pump”. Reebok is currently on track to release the shoe on March 22. This will allow it to compete with other athletic brands.
Reebok isn’t as well-known as some of its competitors, but the company is still a strong contender offering high quality shoes and other products at fair prices. Reebok has made a great stride from 1890s Britain to 21st Century America. They have introduced innovative shoes for women and men as well as athletes. They also signed with major businesses, artists and leagues and are constantly expanding their product range. Reebok is still hard at work, constantly releasing new shoes and collaborating with other companies. They will continue to be successful for many years.
