The Reebok brand originates from a fine family tradition spanning four generations experience in the manufacture of quality handcrafted athletic shoes.
It is a tradition that can be traced back to the roots of modern athletics. The story started in Victorian England when Joseph William Foster became an enthusiastic member of his local running club 'Bolton Primrose Harriers'.
As Joseph's interest in running grew so did a desire to own a pair of spiked running shoes. Little money, and a distinct absence of manufacturers led to a simple solution, and so the first "Foster" running shoe was made. Despite being a complete novice and the original shoes being somewhat makeshift - the left was a sewn construction, the right nailed - Joseph soon found his fellow Harriers demanding his new found skill.
By 1900 Joseph had improved his technique sufficiently to set up his own business at 59, Deane Road, Bolton, making handmade running shoes for local athletes. Word quickly spread and Fosters spiked running shoes were soon accepted as, and worn by, the best. In 1904 it was with the help of Fosters that Alf Shrubb sped into Athletic history, with his multiworld record run at Ibrox Park. By 1908 Fosters running pumps were a favourite amongst Olympic and professional Athletes.
Joseph, and his wife Mariah, lived over the workshop and by 1906, two sons, John William and James William, had quite literally been born into the business. So developed a family tradition which has lasted to the present day.
The boys were raised in a running atmosphere and it was later said of John William that, "He was born with a pair of running pumps under his cradle." (Bolton Evening News, June 23rd 1939).
It was the enthusiasm of their father that gave the Fosters an intimate knowledge and love of sport. Joseph, not a particularly talented runner, was very much involved in the administration and development of athletics in the North of England.
"Old Joe", to his many friends and associates, was one of the best known characters in the sport, a bright breezy fellow with great foresight, who went on to build a most successful business as a maker of some of the best sports shoes in the world . . . "Joe Foster of course was the great leader, a man from whom I gained much of my enthusiasm for the sport". (Frank Morris "History of B.U.H.A.C. 1979").
Undoubted skills, coupled with their own intimate knowledge and love of sport quickly established "J. W. Foster & Sons" as renowned makers of quality athletic shoes. Their shoes were worn by many of the top runners of the day, including the legendary Alf Shrubb, Arthur Postle (6 of whose world pro sprint records still stand) Lord Burghley, Tom Evenson, Jack Lovelock, Tommy Hampson, Ethel Johnson, D. G. A. Lowe, J. C. Ellis, Nellie Halstead, C. B. Holmes, and Bill Roberts amongst them. Indeed, it is probably true to say that the majority of the athletes of this period, and for many years to follow, wore spikes handcrafted by "Old Joe" at the aptly named "Olympic Works", "by craftsmen who are experts in the making of Running Shoes, and who know what the athlete requires". (ad. circa 1925-40).
Personal fittings and self-measurement forms were the norm and the specialist needs of an event were taken into consideration even in the earliest designs. Heel spikes for hurdlers, ankle straps for cross-country; sprint designs, middle distance design. Consideration was even given to the number of bends likely to be negotiated in a race. A shoe able to perform has always been the essence of the Foster philosophy.
Both sons followed in their fathers footsteps, indeed, quite literally in the case of John William ('Billy'). Billy succeeded his father when for many years he acted as Secretary of Bolton United Harriers and wrote the athletic column in the local paper under the same pseudonym, "The Captain". His articles were very informed and on one occasion he failed to declare his interests when he wrote on two forthcoming cross-country races, (it also indicates Joe Fosters willingness to design shoes especially to suit a course if necessary) ....
Lord Burghley, Olympic 400m Hurdles Champion 1928, in action. Notice the Heel Spikes. (BBC Hulton Picture Library).
. . . "The United Harriers are favoured in that they have Joe Foster to attend to their shoes, for he will be able not only to advise as to the type of gear that is likely to be most suitable for the Castlelrwell and Crewe courses, and to provide such, and I would advise the lads to get the shoes required now, and not to leave such provision to the last possible minute." (Bolton Evening News - 1924).
In 1933 "Old Joe" died, leaving the business in the very capable hands of James and 'Billy' who continued to perfect their art.
Such are the vagaries of time and the lack of identity of an all black shoe that many a story has been lost. Only 2 World Wars, and two bombs, interrupted business when army boots became the order of the day.
The post war years saw "J. W. Foster & Sons" establishing reputations on the Rugby and Soccer fields. Their boots became firm favourites of many professional clubs including Liverpool, Newcastle United, Manchester United and Bolton Wanderers. The entire Moscow Dynamo team, on its first ever visit to the West, made sure they had Foster boots with them on their return to the U.S.S.R. At the same time as boots were going east, running shoes (a special red and white issue) went west with Yale and Olympic coaches Frank Ryan and Bob Geinjack, ensuring their students wore the best.
Success was not only limited to running as this ad from the programme of the 1936 International Cross Country Championships indicated. Incidentally Foster's also claimed the 1936 Champion
In 1948 and 1952 respectively, Jeffrey William and Joseph William, the sons of James, began their apprenticeship at the "Olympic Works". Thus was ensured the continuation of the J. W. Foster name and tradition.
Their apprenticeship over, James' sons, Joseph and Jeffrey, made a decision to form their own company and move into the second half of the century with the same pioneering spirit as their grandfather.
In 1958, the year in which Nat Lofthouse, "The Lion of Vienna", scored the winning goal in the F.A. Cup Final for Bolton in Foster's boots, and a year after yet another world mile record in their spikes, the two youngsters started "Reebok", (named after a small, fast running African gazelle). They were based just five miles down the road from the "Olympic Works".
Once again grass roots involvement were keynotes to success, and shortly the traditions and skills J. W. Foster & Sons were, quite literally, fully absorbed into Reebok.
Performance and quality have always been a major consideration of the Fosters and it was not long before Reebok was establishing its own reputation with its own records and medals in the major games. Whilst in 1981 they were rated number one for quality by Runners World magazine. Dedication to product development and performance ensured the continued success of the brand.
Links with the local Harriers remain strong. The Reebok Classic 10k race runs past the now demolished "Olympic Works" (now appropriately an Institute of Technology), whilst over the nearby "Fells" runners toil in the gruelling "3 Towers Race" for the Jeff Foster Memorial trophy. Now the unique open membership of the Reebok Racing Club ensures grass root involvement continues around the world.
Success has not only been limited to running. Like 'Old Joe' Reebok have not limited themselves solely to running. Fitness and Tennis are new areas to benefit from their fine tradition and others will undoubtedly follow with another generation of the Fosters now serving its apprenticeship. "Old Joe" certainly started something with his spiked shoe back in 1895.