Introducing Swiss Tony (’89-’90)

My line manager at Reebok in ’88 was part of the new circle that were actively briefing against my dad and planning the closure of the UK factory. Late ’88 I was literally told my options would be; transfer to the US or go find a job. I had just bought a house with my fiancée the previous December and we were looking forward to our wedding in the coming summer, it was a major shock.

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.