Orient express (77-83)

Reebok had struggled through the mid 70’s to fight increases in cost, inflation in the UK was running at over 10% and industrial relations between corporations and unions was at rock bottom. Every year Reebok’s prices went up while their competitions didn’t.  It was at the super show that salvation from this ever-increasing spiral was found. 

Marathon and Cougar (1972 to 1973)

Enter the Cougar, a new shoe for Reebok making use of new materials that had just become available and it addressed the needs of the modern runner.

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.

SIZZLIN’ HOT REEBOK (September ’84)

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

The G’ men (1980-82)

“Joe, we need a road shoe made from Gore-Tex!” back in the UK my dad set to work and put together the world’s first Gore-Tex running shoe, The Victory G: Self-styled ‘The most advanced foul weather running shoe ever built’!

The 26pound running shoe (1979)

Reebok International USA Ltd had been formed earlier that year and the Aztec became one of the most expensive running shoe on the US market at $60 and was launched with an audacious advert claiming it to be ‘The 26 pound running shoe’.