| Reebok was founded in 1895 in Bolton, England by | | | | Reeboks were first released in the United States, they |
| J.W. Foster. In its first incarnation, the company was | | | | cost 60 dollars and were the most expensive running |
| called simply J.W. Foster and Sons. Foster's goal was | | | | shoes being sold at that time. |
| simple: make a running shoe that enabled athletes to | | | | Reebok really took off in the 1980's when women's |
| run faster. His solution was to add spikes to the | | | | athletic footwear hit the market. While companies like |
| bottom of the sole at a time when very few | | | | Nike still dominated Reebok when it came to running |
| shoemakers were employing this technology. | | | | shoes, Reebok was the lion among the competitors |
| Foster's clientele was elite. He designed shoes for top | | | | when it came to aerobics. The Reebok Freestyle was |
| athletes around the world. In fact, several athletes at | | | | released in 1982 (high-top version in 1985), and it quickly |
| the 1924 Olympic Summer Games were wearing | | | | became a cultural sensation. The male version of the |
| shoes designed by J.W. Foster and Sons. | | | | Freestyle, dubbed the Ex-O-Fit, followed soon after. |
| J.W. Foster and Sons did not become Reebok until | | | | With bright colors and Velcro straps, the Freestyle and |
| 1958 when Joe and Jeff Foster (J.W.'s grandsons) | | | | Ex-O-Fit helped to define 80's fashion. |
| rechristened the company. Reebok is the Afrikaans | | | | During the 1980's Reebok's popularity exploded into |
| spelling of rhebok, which is a kind of African antelope. | | | | international markets, with the brand ultimately |
| The spelling was somewhat of an accident. Joe and | | | | becoming available in over 170 countries. In the last |
| Jeff found the word in a South African dictionary that | | | | decade, Reebok has made partnerships with the |
| Joe had won as a child. | | | | National Football League, the National Basketball |
| The shoes were not available to the American market | | | | Association and the National Hockey League. |
| until 1979 when the American Paul Fireman ran across | | | | Spokespersons for the brand included the likes of |
| Reebok shoes at an international trade show. When | | | | Jay-Z, Lucy Liu and Allen Iverson. |
