16 June 2016 17:00:00
Reebok: an antelope in sports shoes industry
History of the brand which uses its innovations for making comfortable shoes for more than a century
Reebok is one of the most experienced companies in sportswear industry. You can simply look into its history to understand this – innovations were always about the brand. The company was founded in 1895 as J.W. Foster who made life easier for a great number of runners.
Joseph William Foster was producing and selling regular running shoes when he came up with the idea to create a novelty spiked running shoe. After his ideas progressed, he joined with his sons and founded a shoe company named J.W. Foster and Sons in 1895. The breakthrough happened in 1904 in Glasgow when runner Alfred Shrubb broke a 10-mile heat record, running it in 50 minutes and 40 seconds. He made it in Foster’s shoes.
In 1909 the company started making shoes by individual sizes. So, in this way, Foster was the initial creator of size charts. The company was making the best shoes for athletes while competing with newborn Adidas and Puma in 1949.
Rethinking and Expansion
After launching Mercury model in 1958 the company decided to change its name. The new one was "Mercury Sports Footwear". Two years later, two of the founder's grandsons, Joe and Jeff Foster, renamed the company "Reebok," having found the name in a South African dictionary won in a running race by Joe Foster as a boy. The name is Afrikaans for the grey rhebok, a type of African antelope. This name is still in use, sometimes joined with “international”, meaning the worldwide expansion.
In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that year. The division was called Reebok International Ltd. It was the time of sportswear boom in the USA. So, sneakers became popular not only in gyms but in the streets too.
Innovations 100 years later
Reebok was always headed for manufacturability. Creation of Reebok Instapump in 1994 is one of the core moments in brand’s history which was crucial while joining the new era. Light and comfortable futuristic shoes with no laces featuring Hexalite sole became super popular in Asia first and then in the whole world.
In 2006 Adidas acquired Reebok, forever altering the worldwide sporting goods industry landscape. Adidas ensured Reebok freedom in making new innovative models. The company places the emphasis on cooperation with modern musicians and designers. That’s why collaborations with Kendrick Lamar and Gosha Rubchinskiy were created.
You can find a variety of Reebok products at our store.
REEBOKSneakers Instapump Fury Road
REEBOKMen's sneakers Classic Leather Rusty/Beige
REEBOKMen's sneakers Classic Leather Ripple
REEBOKMen's sneakers Classic Leather White/Gum
REEBOKSneakers x Beams NPC UK
REEBOKSneakers x Invincible Ventilator
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