European comeback (Super Show, Feb ’86).

Reebok was on a high, the biggest athletic brand in the USA, built on aerobics and men’s fitness two categories that hadn’t existed three years before and now dominated the American market. Our competitors Nike, number two in the USA and Adidas in Europe had not seen it coming and been dumbstruck by our growth.

Lesson learnt (April to May 1985)!

Work on what was to become the LX8500 and GL6000 began in April ’85 and was a combined plan to create a new $100 running shoe that was to be a SUPER Leather Classic running shoe and a premium stability shoe to sit above Phase1 and replace City in Europe.

All Change (Korea May ’85)

1985 was going to be a step change in Reebok design, not that any of us had made that decision or even a conscious thought to say we would do that, it was much more a gradual thing as drawings were drawn and sketches sketched.

Around the World in 30days (1985)

For fans of Douglas Adams who will be aware of his book ‘The restaurant at the end of the Galaxy’ I can only describe Anchorage as ‘The airport at the end of the Galaxy!’ A long glass corridor with gates at each side the airport was miles from Anchorage and sat in the middle of raised taxiways which had deep pits surrounding them. I decided to explore and headed off to the far end past display cases of stuffed Moose, stuffed Bears, stuffed wolves in fact every type of fauna in Alaska including a family of Inuit on a sledge pulled by stuffed dogs. Bizarre!

‘Guida come un Italiano!’ (Feb-October 85)

‘Calzaturificio Di Varese’ or shoemakers of Varese who had been bought by mega brand of the ’80’s Benetton. Their vision of Reebok was athletic fashion and the plan was to take Italy with colour.

SIZZLIN’ HOT REEBOK (September ’84)

We were inundated with enquires from around the world, we were on fire, Reebok was Sizzlin’ Hot.

SOLD (March 1984)

Much has been said by those involved about the sale of the Reebok brand by my father to Reebok USA. I know however the company was up for sale within weeks of my Uncle’s death.

Reebok UK (July 1984)

In July 1984 Reebok appointed a new distributor, Fleetfoot Ltd. Owned by Chris Brasher and John Disley.

Into the City! (March 1984)

City was to be our most modern trainer. Bob Johnson had returned as Factory Manager and he convinced my Dad we had to have a Strobel sewing machine in order to make the sock lasted shoes like our competition. This was an evil machine with a needle that shot out straight at the user.

Grandad’s desk (December ’83)

It was in a bad way, veneer cracked and pieces missing. We loaded it and reported back to Bradley Fold with our haul and took my dad through what we had found.