Спринт към победата

by Joe Foster, Джо Фостър

В края на XIX в. семейство Фостър започва да се занимава с направата на ръчно ушити обувки за тичане и да снабдява с тях спортисти от ранга на Ерик Лидел и Харолд Ейбрахамс – увековечени във филма „Огнените колесници“, както и да осигурява обувки за повечето клубове от футболната лига.

Семейна вражда между бащата и чичото на Джо относно посоката, в която трябва да тръгне бизнесът им, обаче води до отделянето на Джо и брат му и основаването на нова компания, вдъхновена от успеха на Adidas и Puma. Така се ражда Reebok.

В началото парите не стигат и Джо и съпругата му са принудени да живеят в порутената фабрика. Постройката е толкова паянтова, че за да не се срути, те застопоряват ъглите ѝ с обущарските машини и пособия. Въпреки злощастното начало обаче от този момент нататък започва да се развива нов лидер в сферата на спортните стоки, воден от маркетинговата визия на Джо.

През 80-те години на миналия век Reebok е вече световен феномен. За това допринася и фактът, че компанията първа в бранша предусеща в каква мания ще се превърне аеробиката, вдъхновена от Джейн Фонда. Скоро след това обувките на Reebok могат да бъдат видени по холивудските червени килими и дори във филма “Пришълците”, където Сигърни Уивър носи чифт Reebok Alien Stompers.

Подобно на международния бестселър „Изкуството на победата“ от създателя на Nike Фил Найт, „Спринт към победата“ е вълнуваща история за триумфа напук на несгодите, разкриваща предизвикателствата и жертвите, които съпътстват създаването на една световноизвестна марка.

Genres: Biography, Business, Nonfiction, Audiobook, Fashion, Personal Finance

320 pages, Paperback

Published January 1, 2021

Reviews

[Keen Reader · Rating 3 out of 5]

2.5 Stars!

I am pretty sure that the only Reebok product I have ever had was a pair of Hexalite trainers, bought for me by parents for the sum of £50 way back in 1992, when I was still at school. For me and what I recall of my school age peers and target audience for Reebok, aside from a few years in the early 90s when Pump and Hexalite were in full swing, they were never really one of the cooler or popular brands, they never seemed to capture the imagination enough in the way that so many other competitors and contemporaries did.

Anyway it turns out that Foster had absolutely nothing to do with this period as he had already sold out to the Americans back in 1984. This wasn’t as compelling or in depth as I would have liked, it was just too dry, it’s a shame because if this emphasized the fashion/pop cultural aspect more then this could have been a lot more fun, but instead it was a bit of a pedestrian stroll through an interesting but far from remarkable back story.

Foster comes across very much as an honest, down to earth type, but also he doesn’t seem to be that great of a businessman, especially with quotes like, “It hadn’t dawned on either of us that here in Spain we would need to employ the services of a translator.” And it is clear that his company only became incredibly successful after he sold it, which is kind of the elephant in the room. The choice of photographs were pretty disappointing too, and I feel that overall this was a bit of a missed opportunity. This was an OK enough read, but nothing to get too excited about.

[Alexander Krastev · Rating 3 out of 5]

Може би тази книга получи лошия късмет да я слушам седмица след като бях завършил феноменалната биография на Фил Найт, създателя на Найки. В “Shoemaker” има чудесни истории, немалко бизнес поуки, но доста неща сякаш не ѝ достигат - няма хумор, няма го погледът отвътре за успехите… Може би прецизно описание на историята на компанията, но прекалено обрано откъм предприемачески съвети.
В интерес на истината обаче, трябва да признаем, че пътят на Reebok и Nike е доста различен и съпоставката им все пак е любопитна. Така че препоръката ми определено е двете книги да се четат или слушат в комплект.

[Vassilena · Rating 4 out of 5]

Интересна книга, която показва личния път на Джо Фостър като основател на Reebok. Има многоинтересни истории, само в началото е малко по-разтеглена, но бързо стига до основата. Влиза не просто в брандинга, но и във всички компоненти на бизнеса: ликвидност и парични потоци, работа с доставчици и разпространители, проблемите на международното разрастване и още много.

[S Sadagopan · Rating 5 out of 5]

Very readable book; many "pithy" comments, typical of the British mastery of English. Deep insights into the US market, consumer, and thought process. Enjoyed reading. Nice to mention of Vijay Amritraj - our own Tennis players

[Thomas Hefke · Rating 3 out of 5]

Not shoedog material

[Beatriz · Rating 4 out of 5]

Reading this, at first, reminded me of concepts from “Good to Great,”and I was intrigued to see the journey it took Reebok to become a renowned brand. The backstory about his granddad (the invention of the spiked shoes, his marketing strats, and the success of Foster & Sons), and eventually the story of how the name Reebok came to be were all particularly memorable!

I learned a lot about Joe’s life, in particular who/what shaped him and how his vision towards greatness consumed him. He wrote honestly and wasn’t shy about writing the nitty gritty details that went into building and expanding a global brand. The reality, however, was sad to read, especially the cost to his familial relationships and the regrets he might have carried as a result of pursuing his goals (as alluded in some of his remarks)!

Joe’s story doesn’t inspire me to go down the same path he took (it’s not a lifestyle that appeals to me!), but there is something that can be learned on how far grit, discipline and perseverance can take someone along their goals!

Two other critiques on the book:
1) I wish the afterword included what happened to Reebok past its successes in the 80s, but I guess the book is more about the journey of the person who founded it rather than solely about the brand.

2) I wish there were more photos throughout the book.

[Jenny · Rating 4 out of 5]

Based on the audiobook

[Conor Daly · Rating 4 out of 5]

As someone generally interested in sport and business and who thought Shoe Dog was a brilliant read, this would have had to be pretty terribly written for me not to enjoy it. Thankfully it was well written, frank and thorough as it provided a comprehensive account of the brand's beginnings, struggles and breakthroughs. How Foster landed on the name Reebok was particularly memorable. In a way this book is the British version of Shoe Dog.

[Cindy Pamela · Rating 4 out of 5]

I’ve enjoyed Shoe Maker.
The truth is that I was worried about this reading, I didnt like Shoe Dog by Phil Knight because I found it pretentious, dishonest and it seemed that there were no challenges for Knight in his journey (except for the cash problems he had at the begining). In short terms I’ve found Shoe Dog as a best seller, trying to give the reader what is he looking for. Because of this I was expecting something similar for Shoe Maker.

The truth is that this was all the opposite. This book is full of business challenges, such as manufacturing, production, marketing,sales, finance and international expantion. The great thing about this is that Joe Foster included all his business mistakes and all the scenarios he had.

Something, very valuable for me is that I found out how is the personality of Joe Foster, and let me tell you, he is not my favorite person, I dont like him. But this is something great, he wrote exactly how he was and how he is.

I liked this book, if someone can recomend another book like this, I’ll be very thankful

[James Traxler · Rating 4 out of 5]

3.5 stars.
Quite an interesting read.
I'm not sure why, as I'm not a big shoe person.
I mean, I have a few pairs of shoes, but that's about it.

Still, really this is about creating a business - from scratch really. Mr. Foster built upon the knowledge that he and his brother gained from his family's shoe business but they had to strike out on their own, starting from zero again, when their father and uncle showed no interest in their ideas for building the business.

The book is quite fast-paced and the level of detail is sufficient for the idle person who is somewhat curious. It is quite inspiring to hear of someone putting so much toil and intensity into ultimately creating such a massive success.

[J · Rating 4 out of 5]

Shoemaker: Reebok and the Untold Story of a Lancashire Family Who Changed the World" offers a compelling exploration of the Foster brothers' journey through the trials and triumphs of founding Reebok. Through Joe Foster's perspective, the book underscores their resilience and innovative thinking in the face of challenges. It illuminates how they transformed setbacks into opportunities, particularly through their pioneering efforts in sportswear. Amidst adversity, the book delivers a powerful message of hope and the capacity to find solutions even in seemingly dire situations. Balancing readability with insightful content, the book not only celebrates Reebok's global impact but also imparts enduring lessons of perseverance and adaptability that resonate universally.

[Emily · Rating 4 out of 5]

I really enjoyed this book. It had a bit of everything, entrepreneurship, history, family feuds and Britishness.

It told the story of not only the company but also the design evolution of sports shoes from the first running spikes to women’s exercise class shoes.

It takes you on a journey of sacrifice and make do during the start phase to ultimate worldwide success and a multi-billion dollar annual turnover.

I think Grandpa Joe would have been proud but that said, it’s sad that business took priority over his family.

[Cris · Rating 5 out of 5]

Such an inspiring story. The founder of Reebok describes his journey into building the company and brand.

I wish he would have gone a bit more in depth into the struggles he encountered building the company and how he approached them. Give more details and tips on coping mechanisms for entrepreneurs

Nevertheless, this book is an inspiration and easy to listen to

[Ivan Kuznetsov · Rating 5 out of 5]

What is it with shoemakers that make them such prolific writers?? I thought Phil Night's "Shoe Dog" could not be matched in entrepreneurial fanaticism and poetic expression, but "Shoemaker" exceeded any expectations as a deeply personal and impressive account of Reebok's history and ascent... Loved every chapter, every paragraph and every line

[Patrick Pilz · Rating 4 out of 5]

concise history of a great sports brand

[Wes · Rating 4 out of 5]

excellent tale of hustle

Really enjoyed joes story. Lots of raw hustle and grind. Well told.
Lots of persistence and ups and downs along the way

[Steve Beale · Rating 5 out of 5]

Thoroughly enjoyed this - very readable, very British and just a great story. Loved it.

[Francisco García Pimentel]

Frankómetro: 90%
Pudo haberse llamado: Pobre zapatero ya no puede trabajar.
Lo recomienda: Jane Fonda
Leélo si te gustó: Shoe Dog

*********

Nada como una buena autobiografía. En este caso, la de Joe Foster: nieto de zapatero, hijo de zapatero y fundador de una marca global de zapatos deportivos, que salió de un local derruido en Bolton, Inglaterra para convertirse en... bueno, en Reebok.

Esta es una historia de errores. Una historia de caídas. De buenas ideas que no llevan a ninguna parte. De fallos, dudas y confusiones. Es una historia, pues, de paciencia: de la constancia que se requiere para que de las semillas nazcan frutos.

Es un libro pleno de anécdotas e historias familiares y de negocios, que nunca deja de entretener y que, a diferencia de otros más autocongratulatorios, ofrece la perspectiva de un hombre que no parece ser un genio, ni un visionario brillante, sino solo un hombre normal, cuya virtud principal fue la perseverancia y lucidez para ver oportunidades donde otros veían limitaciones.

¿Cómo creas una marca de zapatos deportivos en un mundo dominado por Puma, Adidas y Nike? Reebok se coló por las grietas de un mercado saturado y encontró un público ávido de diseño y fitness en distintos deportes y especialidades.

Si te han gustado otros libros de emprendedores como Phil Knight, Michael Dell, James Dyson o Richard Branson, quizás este se convierta en tu recomendado favorito

[Ugh · Rating 4 out of 5]

A very decent book, albeit with some odd omissions. It's as much a personal story as a business one, with details about Foster's family running throughout, but to its benefit rather than its detriment.

What are the business lessons it offers?
- It helps to have a family business to learn from
- You need extraordinary ambition
- You need to know your market and have good products
- Marketing is also key
- Cracking the US is essential to making it really big (at least it was in this case)
- Individual moments and people really matter
- So does financial backing, and banks won't cut it
- Different countries work differently (partly why the massive US is so important)

Other parts I enjoyed were finding kindred dislike for how being a football fan impacts life, and for the small-town, mediocrity-accepting British mindset.

What about those odd omissions I mentioned? The most glaring is that we find out about the IPO in a single retrospective sentence - what the hell?

But overall, it's an informative, enjoyable and I think pretty unique book (in the sense of a British global success).

[Callum Jones · Rating 5 out of 5]

I listened to this as an audiobook. A really fascinating insight into the creation of an iconic British brand. It was really interesting to hear how Joe was influenced by his grandfathers business that started in 1895 that had such a big impact on the sporting shoe industry, which eventually laid Joe down to the path of creating Reebok. I also found it extremely interesting hearing of the early days of Joe shoemaking career in the 50/60s and how everything unfolded.

[Anelia Biutiuneva-Ivanova · Rating 5 out of 5]

Много интересна книга за създателят на една от най-известните спортни марки! Най-важното обаче е, че когато човек има желание да осъществи мечтите си - той се бори и не се отказва дори и когато съдбата му поднася изпитания! ❤️

[Natalie · Rating 5 out of 5]

I loved the Shoe Dog and I’ve wanted a book like it since. This hit the spot I think, although I still think the Shoe Dog was better. Love a good business origin story and absolutely shocked at Reeboks roots to Bolton. Would recommend this book

[John Hastings · Rating 3 out of 5]

Was interesting enough to read but didn't really go into any specific detail.

[Kevin · Rating 5 out of 5]

If you liked Shoe Dog by Phil Knight you'll like this book.

[Colin Campbell · Rating 5 out of 5]

For those who read this book. It's like a Hollywood script but is a true story. What an amazing book for future entrepreneurs!

[Paul Bacon · Rating 4 out of 5]

Really interesting read. I felt I learned a lot. But, yikes, quite how Reebok became so successful is beyond me.

[Michiel · Rating 3 out of 5]

Nice to read the back story of this great brand.

[Mahdi · Rating 4 out of 5]

Beautiful and inspiring story l, but sometimes he was arrogant and seems he never had a mistake

[Kate · Rating 3 out of 5]

Not my usual kind of book but picked to fulfill a tricky category in a reading challenge! Shoemaker retells the history of iconic British footwear brand, Reebok. Because I grew up in an age when particular sneakers became an enviable wardrobe item, and because I spent a vast amount of time in the nineties at Step Reebok, it was interesting to hear about how trends, chance, and Foster's perseverance shaped what is now an international company.

The growth of the aerobics industry is fascinating for a bunch of reasons, and Reebok played a key role in it when they developed the first aeorbics shoes for women. The Freestyle shoes flew off the shelves (and were nicknamed 5411s because they cost $54.11) and became one of the first styles to cross the barrier between athletic footwear and casual streetwear.

Foster's writing is plain and serviceable but nothing to get excited about.

2.5/5

[Daning · Rating 3 out of 5]

成功人的特質，以及創造世界的品牌路的過程