Reebok Brand Guide

An iconic landmark in the landscape of Great British sporting success, Reebok have been a stalwart in aiding the advancement of both amateur and professional athleticism for well over 100 years. Like many British brands, Reebok keeps its roots in humble style, heralding from a golden age of British production that saw a small company lay down the basis for one of sports original innovators to thrive.

The Reebok story goes all the way back to the 1890’s, and one man- Joseph William Foster. Foster was in the running shoe business; a market that he revolutionized when he used spikes in the soles of his track shoes, creating what is widely believed to be the first track shoe. The personal best times of the athletes using Foster’s shoes inevitably increased, and by 1895, Foster was hand making his shoes for some of the top athletes of the era. This early success led to the creation of J.W. Foster and Sons, which Foster used to front the creation of his cherished running shoes. The accolades kept coming for the newly formed business, and in 1924 the company produced the running shoes that were worn in the 1924 Summer Games by the athletes in ‘Chariots of Fire’.

J.W. Foster and Sons continued in the same vein of production for some time, until, in 1958, two of Foster’s grandsons started a sister company. Reebok, which was named after an African gazelle, would provide athletic footwear for athletes who strove to succeed beyond the running tracks. Reebok experienced a tough start in the footwear industry, and it wasn’t until 1979 that the label got their first big break. Spotted at an international tradeshow, Reebok soon had distribution in North America, using it to release three running shoes into the U.S. in the same year, which, at $60 a pair, were the most expensive running shoes available.

Despite their steep pricing strategy, the success of Reebok running shoes was tangible, with their sales reaching over $1.5 million by 1981. However, the landscape of the exercise apparel market was making major shifts, with the focus switching from running to newfound exercises such as aerobics. Reebok reacted quickly to these changes, launching the first ever shoe to be aimed directly at women, which would target any woman who was on board with the new aerobics craze. The shoe, called the Freestyle, turned out to do much more than just cater for the active woman. With its releases in 1982, Reebok single handedly pioneered the aerobic exercise movement, promoted women in sports, and announced the arrival of sporting footwear into casual wear. This pioneering nature that Reebok unwittingly created for itself equated to huge growth during the following decade, with the Freestyle becoming an icon of an era.

The 90’s saw another shift for Reebok, as they sought to move away from the exercise and recreational fitness market and gain an affiliation with some of the world’s most popular sports. From football to basketball, Reebok delved into a host of formats, boosting its awareness through sponsoring some of the discipline’s top performers. From Allen Iverson, one of the greatest names to play in the NBA, to Venus Williams-one of women’s tennis most successful players.

Modern fashion movements however saw Reebok start to fall behind some of their international rivals. With the likes of Adidas and Nike being seen on the streets as well as the fields and courts, Reebok made the bold decision to release RBK, a niche range that would bring the brands flair for athleticism to the street wear culture that was experiencing a huge boom. The move proved to be wise, and later collaborations with the likes of Jay Z, Pharrell and 50 Cent only furthered Reebok’s presence not just in the world of sports but also on the high street.

The history of the Reebok label has an undoubted air of prestigious success, being one of the few sports companies that truly offered innovation to their fans. From iconic styles such as the Freestyle, to infamous designs like the Reebok Pump, Reebok have bought about change in athleticism for over 100 years. Now celebrating their past successes, the Reebok brand still provides their innovations to further athletes performances in some of the worlds greatest sports, but also provide the average man on the street the chance to wear a piece of the cherished brands past. With Reebok trainers providing the perfect blend of retro styling and iconic connotations, they are set to become an integral piece of the Great British wardrobe.

View full collection of Reebok Footwear here