ABOUT US

Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

Fulfilling Potential
Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable.

Always Challenge and Lead through Creativity
At Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

Celebrate Individuality in Sport and Life
Reebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

To Empower Global Youth to Fulfill their Potential
Reebok recognizes that it has a responsibility to make a positive, lasting difference in the lives of our consumers, employees, partners and the world at large. For two decades, Human Rights, through the Reebok Human Rights program, was the primary focus of this effort. In 2007, Reebok expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand, ‘To empower global youth to fulfill their potential.’ The primary pillar of the platform is Reebok 4 Real, which combines and maximizes the energy, resources, funds and passion of employees, athletes and artists, and our retail partners to create a ‘network of empowerment’ that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

1890-1930's
1895: Joseph William Foster invents the first spiked running shoe - headquarters established in Bolton, Enlgand.

1924: J.W Foster and Sons proudly make the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film, "Chariots of Fire".

1950-1980
1958: Reebok is born when Joseph Foster's grandsons start a companion company named after the African Gazelle, found in an Afrikaans dictionary won by Joe Foster in a race as a boy.

1979: Reebok grows up in the USA - bought by American Paul Fireman and moved to Canton, Boston.

1980's
1982: Reebok is the Number 1 sports brand in the world.
A star is born, Reebok are the first shoe maker to include soft garment leather into a trainer - the Freestyle aerobic shoe for ladies takes the world by storm. Featured in a number of 80's movies such as Fame and Footloose and worn by top celebrities like Cybil Sheppard and Olivia Newton John.

1989: Reebok introduces the Pump, the first shoe with an internal inflatable mechanism for a custom fit. 20 million pairs sold in just 4 years.

1990's
Early 90's: Reebok launches two new running styles incorporating key technologies. The ERS utilises an Energy Return System while the Ventilator is the first Reebok shoe to incorporate Reebok's patented Hexalite technology.

1991: The already popular Reebok Pump gains instant notoriety at the 1991 All-Star weekend Slam Dunk contest when Boston Celtic rookie Dee Brown walks out in his new Pumps. Before taking his final dunk with cameras and fans focussed on him, he bends down, pumps up his Reeboks, clinches the contest with his final dunk while covering his eyes with his arms, then leans forward and deflates his Reeboks.

1996: Allan Iverson signs with Reebok in what later becomes a lifetime deal.

2000's
2000-2004: Between these years Reebok signs exclusive partnership deals with the NFL, NBA and NHL for all team kit and licensed merchandise.

2004: Reebok becomes the first company to be accredited by the Fair Labour Association.

2008: Reebok refocuses on fitness by partnering with performance extravaganza Cirque du Soleil to collaborate on ladies' performance apparel, footwear and the groundbreaking exercise routine Jukari. Reebok's mission is to bring fun back into fitness.

2009: EasyTone is launched, starting Reebok's dominance in the "toning" footwear market.

2010's
2010: RunTone and Traintone are launched to dominate this new sector and cater to the male demand.
Zigtech bring excitement back into a boring industry - allowing you to go harder for longer and ribbed for your pleasure.
Reebok announce a co-lab code-named "A Sudden Affair - EA7" with exact details guarded till the official launch in January 2010.