Dating back to the late 19th century, the Foster family was known for hand-made running shoes, supplying world athletes like Harold Abrahams and Erica Liddell. In later years, Joe Foster and his brother Jeff decided to take the family business in a new direction, reaching a global market and competing with big players like Nike and Adidas. Fast forward to the 1980s, and Reebok became a global phenomenon with Hollywood stars like Jane Fonda seen wearing the brand.

Foster’s recently published book, Shoemaker, tells a powerful story of victory against all odds, revealing the hurdles of developing a world-renowned brand and building an empire from the ground up. Joe’s tell-all guides young entrepreneurs looking to grow a small business into something sensational. Foster joined The Edge for an exclusive discussion into his entrepreneurial journey of establishing a presence in the global market.

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