Since the late 19th century, the Foster family has been crafting handmade running shoes for athletes such as sprinters Eric Liddell and Harold Abrahams, as well as sports shoes for most American football teams. However, a family dispute between their father and their uncle forced Joe and his brother, Jeff, to establish a new company, inspired by the success of Adidas and Puma. Thus, Reebok was born.

In the beginning, the earnings were so meager that Joe and his wife were forced to live inside the factory, while the machine that made the shoes was leaning against the edge of the floor because it would break if placed in the middle without support. However, very soon, a significant new player in the sports equipment industry began to emerge thanks to Joe's vision. By the 1980s, Reebok had become a global phenomenon, as it was the first to embrace the aerobics craze led by Jane Fonda. Reeboks also made their appearance on the red carpet, even in the movie Alien, where Sigourney Weaver wore a pair of Reebok Alien Stompers.

In the footsteps of Phil Knight's global bestseller BUILDING A BRAND, this book is a powerful story of triumph against all odds, revealing the challenges and sacrifices required to create a global brand. It is also the story of how a small local business can transform, with the right product and the right vision, into something much, much larger.