Dean Akinjobi sits down with Joe Foster, founder of Reebok, for a candid conversation on what it truly takes to build brands that last.
Spanning decades of experience, the discussion explores the realities of brand creation, leadership, emotional connection, and long-term decision-making, moving beyond campaigns and trends to the principles that underpin enduring commercial success in sport and business.
“Brand-building is about creating that emotive connection. There’s emotion in building a brand. Making money is a different story.”
— Joe Foster, Founder of Reebok
The conversation offers rare insight into legacy thinking, founder mentality, and the discipline required to build relevance over time, values that continue to shape modern brand strategy.
Watch the full conversation below →