Innovating in technology and design throughout its journey.
In 1895, in England, Joseph William Foster believed that athletes could go further if they had the right equipment. From that restlessness came the first spiked shoes, giving rise to the J.W. Foster & Sons workshop.
Since then, the brand has evolved alongside different generations, sports and cultural movements, always believing that sport has the power to transform people.
From sport to culture
In the 1980s, Reebok revolutionized the market by launching the Freestyle, the first athletic shoe developed specifically for women, riding the wave of aerobics as a cultural phenomenon.
Years later, models like the Classic Leather and Club C left the tracks and courts to take over the streets, becoming lifestyle references.
Today, that legacy lives on with the relaunch of silhouettes that marked generations and new connections with music, fashion and entertainment. The Classics line gains new chapters with Karol G as global ambassador and national collaborations such as the recent one with THESAINT.
Performance that became legacy
Sport has always held a central place in Reebok’s history.
In basketball, the brand bet big on athletes like Shaquille O’Neal and Allen Iverson, responsible not only for iconic silhouettes like the Shaqnosis and the Question, but also for redefining style on and off the court.
In football, the brand not only sponsored great athletes but also became part of the history of legendary clubs. Today, Reebok dresses three Brazilian clubs: Guarani, Náutico and Santa Cruz.
Reebok keeps looking to the future
Throughout its history, Reebok Brazil has expanded into different sports practices: training (alongside Boom Fit Club, for example), running, jiu-jitsu (sponsoring athletes Erich Munis and Gabriel Bastida), cross training (with Black Sheep as a highlight) and also lifestyle, connecting performance and personal expression.
More than following different sports practices, the brand believes sport is a universal language capable of inspiring movement, community and culture. In doing so, it has built a history marked by innovation, great athletes and products that have crossed generations.