The Reebok Family: 4 Important Lessons I Learnt from Founder, Joe Foster
When we think of family, we think of bonds that withstand the test of time, relationships built on trust and mutual respect, and a shared vision that brings everyone together.
Joe Foster, the co-founder of Reebok, understood this innately. He didn’t just build a company; he built a family. From athletes to employees, and even the global market, Joe’s approach was always centered on unity and loyalty.
His family-centric philosophy transformed Reebok from a modest shoemaking business into a global powerhouse.
I recently had the opportunity to attend an event to learn from this incredibly inspirational man.
He also wrote the book, Shoe Maker: The Untold Story of the British Family Firm that Became a Global Brand. Inside, he explores how these principles were pivotal to Reebok’s monumental success.
1. Building Relationships with Athletes: More Than Just Endorsements
Joe Foster’s understanding of relationships was revolutionary for its time. In an era where most companies viewed athletes merely as endorsers, Joe saw them as family.
This perspective was embodied in the iconic Reebok Pump, which NBA star Dee Brown showcased during the slam dunk contest by pumping up his shoes before a dunk. This moment was a marketing coup, sure but it was also a testament to the bond Reebok had with its athletes.
Joe explains, “Influencers weren’t just a marketing strategy; they were part of our community. We believed in our athletes, and they believed in us” (Thought Economics) (Oi Polloi).
This relationship was built on mutual respect and shared goals, transforming athletes from mere wearers of the brand to embodiments of the Reebok spirit.
But it wasn’t just Dee Brown.
The bond with athletes was evident in Reebok’s deep connection with fitness icons like Jane Fonda, whose endorsement of Reebok’s aerobic shoes played a crucial role in the company’s growth during the 1980s aerobics craze. This relationship was built on mutual respect and shared goals, transforming athletes from mere wearers of the brand to embodiments of the Reebok spirit (Thought Economics).
Have you ever thought about how you can build deeper, more meaningful relationships in your business? Who in your industry could you treat more like family, and less like mere partners or clients?
2. A Team United by Loyalty and Commitment
The sense of family extended beyond athletes to every member of the Reebok team. During challenging times, such as when Joe had to reduce the workforce by 50%, the loyalty of his team shone brightly. In a poignant passage from his book, Joe recalls, “Faced with no immediate outlet for the bulk of our production, I had to cut our workforce. But they were all gracious, asking if they could come back when things improved” (Thought Economics).
This was not just about job security; it was about a collective belief in a shared vision and a mutual commitment to the company’s future. The team’s unwavering support exemplified the true spirit of family within Reebok.
Even when faced with potential financial ruin, Joe’s leadership and the loyalty of his team members enabled Reebok to weather the storm and come back stronger (Thought Economics) (Oi Polloi).
Question. How do you foster loyalty and commitment among your employees? What steps can you take to ensure they feel like an integral part of your business family?
3. The Power of Vision Anchored in Family Values
Joe’s unwavering commitment to his vision was deeply rooted in the values inherited from his family. Despite numerous setbacks, he remained focused on the core principles of quality and innovation. In his book, Joe advises that having a clear vision is essential to navigating challenges. This steadfast dedication not only guided his decisions but also inspired those around him to believe in the dream (Thought Economics) (The MALESTROM).
One notable example of this was Joe’s refusal to compromise on the quality of their products. When Reebok’s running shoes, Aztec, Midas, and Inca, received 5-star ratings from Runner’s World, it validated Joe’s insistence on maintaining high standards. This recognition not only boosted the brand’s credibility but also reinforced the importance of adhering to one’s vision and values (Thought Economics) (Oi Polloi).
So – what’s your vision? Your North star?
How do you ensure that your vision remains at the core of your business decisions? Think about a time when staying true to your vision paid off—what lessons did you learn?
4. Adaptability with a Familial Touch
When Reebok began expanding globally, Joe adopted a “think globally, act locally” strategy. This approach allowed Reebok to maintain its core identity while adapting to local markets. Joe emphasizes the importance of understanding local markets and adapting without compromising core values (Thought Economics) (Oi Polloi).
This strategy was like a family adjusting to new environments while staying true to their roots. In the early 1980s, Reebok’s foray into the women’s fitness market with the Freestyle aerobic shoe exemplified this approach. Recognizing the growing trend of aerobics, Joe and his team designed a shoe specifically for women, which quickly became a cultural icon. This flexibility allowed Reebok to resonate with diverse consumers around the world while maintaining a consistent brand identity (Thought Economics) (Oi Polloi).
On the topic of flexibility, how adaptable is your business strategy? Can you think of a recent example where you had to adapt to a new market or trend while staying true to your core values? What lessons can you apply to future challenges?
Excerpts from Shoe Maker:
On Athlete Relationships: “When we introduced the Reebok Pump, we weren’t just selling a shoe; we were selling an experience. It was about being bold and different in a way that resonated with people.” (Thought Economics)
On Team Loyalty: “The journey to break into the U.S. market was a test of endurance. Each rejection taught us something new, and every small victory fueled our determination.” (Thought Economics)
On Family Values: “Our relationship with athletes wasn’t transactional; it was built on mutual respect and shared goals. We weren’t just a brand; we were a family.” (Oi Polloi)
On Adaptability: “Expanding globally meant understanding cultural nuances and tailoring our approach without compromising our core values. It was about being both global and local.” (Thought Economics)
Joe Foster’s journey with Reebok is a narrative of family, unity, and unwavering commitment. His story teaches us the value of building strong relationships, fostering team loyalty, staying true to our values, and being adaptable. As you navigate your entrepreneurial journey, let Joe Foster’s family-centric wisdom guide you.
Remember, every challenge is an opportunity to bring your family—your team, partners, and stakeholders—closer together.
How can you emulate this in your business? How can you build your own family of success. What steps will you take today to build a stronger, more united business family?
Sources:
Curious to see how we can help? Reach out for a complimentary chat.
“Brilliant success strategist”
“Kristina is one of the most dynamic personalities I have had the pleasure of working with. Her passion, vision and innate wisdom combine with a formidable life and business experience to make her the brilliant success strategist she is.”