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Reebok’s Founder: Don’t Drive the Consumer, Let the Consumer Drive You

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Reebok’s co-founder Joe Foster talks brand history

Source: Reebok’s Founder: Don’t Drive the Consumer, Let the Consumer Drive You

The Source Link provides a quick and concise narrative of Reebok’s history and how in the 80’s the company transitioned into a fitness company driven by all things, women’s aerobics.

What the source link fails to discuss is how this switch in trend that was guided by women choosing to wear the Freestyle, pushed Nike to lay-offs and almost shut down the Swoosh. Reebok brought in a former Nike man by the name of Rob Strasser. His insight and guidance helped to push Reebok in a similar manner to how Kasper Rorsted is pushing adidas against Nike today.

History does repeat itself and reading this quick story is a case study on what is happening right now for adidas (who owns Reebok). Click through and check it out there are some great quotables.

“Don’t drive the consumer, let the consumer drive you. Listen, and your consumer will pull you where you need to be. ”

Joe Foster, Reebok co-founder

The Freestyle changed everything for Reebok in the 80s.