Reebok is an entry-level sportswear brand competing with Nike, Adidas, and Puma.
The Reebok brand has its origins in England in the 1890s . While the sports equipment market was booming, industrialist Joseph William Foster innovated by offering studs on running shoes to give them better grip.
A few years later, he founded "JW Foster and Sons Incorporated", a company specializing in the design of sports shoes for professional athletes . The company enjoyed great success and was even appointed to equip the British delegation during the 1924 Olympic Games.
In 1958, the company renamed itself “Reebok” , in reference to the antelopes of South Africa, and underwent a makeover. Throughout the second half of the 20th century, it established itself as a benchmark sports equipment manufacturer and perfected immense know-how in terms of cushioning and solidity.
In full growth in the 1980s, the brand experienced a sudden period of decline in the 1990s, until the beginning of the 21st century: the fault of its outdated image, its unattractive partnerships for young audiences and the growth of competition.
Losing momentum, the brand merged with Adidas in 2005 . This new start is dazzling in Europe: the British brand returns to the forefront, participates in fashion shows and establishes itself in streetwear culture as a major player.
