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Nike and adidas had long been the only sneakers worth their canvas on the market. They both focused on the street, the court, and the track. But by the 80’s, a new sports craze had taken over, one that required a brand new shoe.

 

Joseph William Foster designed hand-made running shoes in Britain in the 1890’s, and his company, J.W. Foster and Sons, became the top running shoe company in the world. In 1958, two of Foster’s grandsons started a new company, Reebok, named after the fast and graceful African gazelle.

 

Reebok’s running shoes were brought to the U.S. by sporting goods representative Paul Fireman, who acquired the North American license in the 1970’s. They were the most expensive sneakers on the market, with a price tag of $60, but the line did well. It was about to become even more successful.

 

Aerobic dance broke out in the 1980’s and the entire fitness industry changed. Suddenly, sneakers had to provide not just speed, but comfort and good ankle support. Enter the Reebok Freestyle. This hi-top sneaker was unique – it was made specifically for women and created to support the movements of an aerobic dance workout. Combined with legwarmers and leotards, it became a fashion necessity in the gym. 

Reeboks came in an array of bright fashion colors, in addition to black and white, and looked great on the street as well.

 

In the late 80’s, Reebok introduced Pump technology, bringing the sneakers to the basketball court. Nike had sneakers with air pockets, but Reebok allowed the user to pump in as much air as they wanted, creating a custom fit. The company marketed the shoe as a cross-training athletic shoe and found a whole new audience.

 

Reebok continues to dominate the fitness clothing and accessories market with almost $4 billion is sales.