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Be more human: how to trust your gut – Joe Foster, co-founder, Reebok

About This Episode

Joining Michael today on Change Makers is Joseph Foster, co-founder of Reebok, to tell us the story of how the brand he co-founded with his brother started with a brilliant idea and turned into a billion-dollar sportswear legend and global icon.

Joe Foster, Co-Founder, Reebok

The entrepreneur who describes himself simply as “the shoe maker”, also the title of his new book about his role as co-founder, opens up on how a small family shoe making business led to a brand now recognised as one of the defining British manufacturing success stories of the 20th century.

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Lockdown List

What is a book that has changed your life?

An American Websters dictionary. In 1943 I was given this as prize as an 8 year in a running race. I found the name Reebok in this dictionary in 1960.

What are you watching at the moment?

Sport, I’m currently following the F1 season.

Who is your biggest inspiration?

Winston Churchill.

In one sentence, describe your ‘new normal’.

Get your vaccine and wear your mask.

What is your best tip for life?

Trust your gut instincts.

Quote for life?

Just keep going.

What were your lockdown tracks?

I am not that into music so I don’t have playlists, but my playlist would be a mixture of Benny Goodman and ABBA. 

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