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In a gentle but assertive way, Joe Foster tells you in detail about the construction of a brand (Reebok) that he led to become number one worldwide: a 4-billion-dollar emporium, surpassing Nike and Adidas.
 
In Joe´s DNA is the creative gene coming from his grandfather, who created the modern running shoe with spiked soles when he was just fifteen. But Joe created something even better: a sneaker with a soul; an object that not only embraces the foot but the aspirations of the human being.
 
If you are an athlete, it will inspire you to know how a simple store salesperson noticed something that you now use to better practice your favorite sport.
If you’re a sneaker collector, you’ll shudder at the original stories that are part of a new $10 billion-dollar secondary market.
If you’re an entrepreneur or businessperson, all the practical and applicable information ’ll captivate you.
 
Even better if you are not one of the above! Let yourself go expecting nothing and along the way you’ll run into James Bond at a dinner party; share a box with Robert De Niro; Drago (Rocky´s adversary) will be a nice person to you; let yourself be transported to places as fantastic as they are strange among princes and alien hunters.
 
Since the late 19th century, the Foster family had been hand-making running shoes, supplying the likes of Eric Liddell and Harold Abrahams - later immortalized in the film Chariots of Fire - as well as providing boots to most Football League clubs. But a family feud between Foster’s father and uncle about the direction of their business led to Joe and his brother Jeff setting up a new company, inspired by the success of Adidas and Puma, and so Reebok was born.
 
At first, money was so short that Joe and his wife had to live in their rundown factory, while the machinery that made the shoes was placed around the edge of the floor because it was so weak it could have collapsed if they’d been positioned in the middle. But, from this inauspicious start, a major new player in the sports equipment field began to emerge, inspired by Joe’s marketing vision. By the 1980s, Reebok had become a global phenomenon, when they were the first to latch onto the potential of the aerobics craze inspired by Jane Fonda. Soon, Reeboks were being seen on Hollywood red carpets and even in the film Aliens, where Sigourney Weaver wore a pair of Reebok Alien Stompers.
 
Shoemaker is a powerful tale of triumph against all the odds, revealing the challenges and sacrifices that go into creating a world-beating brand; it is also the story of how a small local business can transform itself, with the right products and the right vision, into something much, much bigger.
 
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