Joseph William Foster (Joe Foster) was born in 1935 in Bolton, England on the same birthday on 18th May, as his grandfather, also Joseph William Foster, who had died 18 months earlier. Joe’s grandfather was the founder of J W Foster & Sons (Athletic Shoes) Ltd and the inventor of the Spiked Running Shoe and the Trainer (Sneaker). Joe and his late brother Jeff were born into the J W Foster & family business, but on their return after 2 years away from home on National Service, they asked questions. The year was 1955 and the brothers saw a business still rooted in the 1930s. Their Father and Uncle were now operating the business and very much like another Sports Shoe company, spent more time feuding than collaborating. The result was that in 1958 Joe and Jeff left the Foster business to set up a new Sports Shoe company. The brothers founded Mercury Sports Footwear, which after 18 months they changed its name to REEBOK. Joe had been advised to protect their company’s name by registering it. As the surviving Founder of Reebok, Joe still welcomes the opportunity to travel and recount those early stories from start-up to taking the company to a $4 billion business, overtaking Adidas & Nike to become the World's No. 1 sports brand.