Reebok co-founder Joe Foster joins Anna Shepherd on the very first episode of Authentic Advantage to discuss building one of the world’s most iconic sports brands, the power of authentic storytelling, and what artificial intelligence (AI) will never replace in business.

From creating the Reebok name to growing a small UK running shoe company into a global fitness powerhouse, Joe Foster shares the lessons he learned about entrepreneurship, brand building, leadership, creativity, and creating a company that becomes bigger than its founder.

In this conversation, Joe and Anna explore what truly makes a brand stand the test of time — not just clever marketing or chasing trends, but authenticity, belief, people, purpose, and human connection.

They discuss:
• The origin story behind the Reebok brand name
• Why storytelling is one of the most powerful tools in business and marketing
• How founders can build a personal connection without becoming trapped inside their brand
• Why great businesses are built by teams, not individuals
• The importance of letting go as a company grows
• The rise of AI in content creation, branding, and business
• How entrepreneurs can use AI without losing originality and creativity
• Why human emotion, imagination, and authenticity remain irreplaceable

After decades of experience building Reebok into a globally recognised brand, Joe Foster’s perspective challenges modern entrepreneurs to rethink success, leadership, and what it really means to build something that lasts.

Authentic Advantage is a podcast exploring the real stories behind business success — the decisions, challenges, failures, breakthroughs, and human moments that shape the brands we remember.

Hosted by Anna Shepherd, founder of award-winning media and content agency Meerkat Creative, Authentic Advantage dives into entrepreneurship, storytelling, leadership, marketing, creativity, and authenticity in an increasingly artificial world.

Subscribe for more conversations with founders, entrepreneurs, creators, and business leaders exploring what it really takes to build brands that matter.