Proven Podcast: Reebok’s Billionaire Founder Goes All In on AI - Joe Foster Release Date: July 30, 2025
Hosts: Charles Schwartz, Joe Foster, and Ben (Founder of Scintillay)
1. Introduction to Speakers
Charles Schwartz welcomes listeners to the Proven Podcast, emphasizing a focus on verifiable facts over opinions. In this episode, he introduces Joe Foster, the billionaire founder of Reebok, and Ben, the founder of Scintillay—a cutting-edge shoe brand leveraging artificial intelligence (AI) for design and customization.
2. Joe Foster’s Background and Reebok History
Joe Foster shares his journey, beginning with his departure from the family business, J.W. Foster and Sons, in 1958. He explains how he and his brother Jeff sought to innovate in the sports footwear industry amidst growing competition from brands like Adidas.
Notable Quote:
Joe Foster [01:17]: “In order to become an author, you've got to be able to have a story. And that story was Reebok.”
3. Evolution of the Sports Footwear Market
Joe highlights the dramatic growth in demand for sports footwear over the past 80 years, transforming from small local sports stores to large global distributors. This shift has led to increased volumes and reduced the number of individual store owners.
Notable Quote:
Joe Foster [02:23]: “The customer base for sports footwear has grown tremendously... Even street footwear has been taken over by sports-driven sneakers.”
4. Strategies for Scaling Reebok
Charles inquires about the strategies Joe employed to scale Reebok from a small operation to a global powerhouse. Joe discusses identifying "white space"—niche markets underserved by major players—and leveraging this to drive growth.
Notable Quote:
Joe Foster [06:00]: “We had to find white space—areas that Adidas weren’t covering... This was our first time having to think on our feet.”
5. Challenges Entering the US Market
Joe recounts his attempts to penetrate the American market, detailing multiple failed partnerships and the complexities of establishing distribution channels in a new territory. These efforts spanned over a decade, illustrating the persistence required in global expansion.
Notable Quote:
Joe Foster [23:01]: “It took me 11 years, six failed attempts, and six different partners to finally find a foothold in the US market.”
6. Embracing AI: Reinventing the Shoe Industry
Shifting focus to the present, Joe and Ben discuss their venture into AI-driven shoe design. Unlike traditional methods, their approach integrates AI for creating unique designs, 3D printing for rapid prototyping, and foot scanning for customization.
Notable Quote:
Charles Schwartz [25:02]: “Most people have run away from AI, but you’ve done the opposite by teaming up with Ben to embrace it.”
7. The Explorer Slide: First AI-Designed Slide
Ben introduces the Explorer Slide, the first commercially available slide designed entirely by AI. He explains how the shoe incorporates 3D printing and customized fitting to deliver a unique consumer experience.
Notable Quote:
Ben [38:18]: “This is the first AI-designed, commercially available slide shoe you can get.”
8. The AI Design and 3D Printing Process
Ben delves into the technical aspects of their design process. Using tools like MidJourney and ChatGPT for image generation, they create detailed 2D concepts which are then transformed into 3D models. The shoes are printed layer by layer, ensuring durability and precise customization based on individual foot scans.
Notable Quote:
Ben [44:14]: “We generate 3D models from sketches using AI, significantly shortening the development process.”
9. Overcoming Current Challenges and Scaling AI Footwear
Joe and Ben address the current limitations of 3D printing, particularly the slow production speed. They discuss ongoing efforts to improve manufacturing efficiency and reduce costs to achieve scalability comparable to traditional footwear production.
Notable Quote:
Joe Foster [46:27]: “30 hours to print a shoe is a challenge, but it's temporary as technology advances.”
10. The Vision for the Future of AI in Footwear
Ben outlines their long-term vision to become the premier content creator shoe brand. By empowering influencers and content creators with AI-driven tools, they aim to revolutionize how shoes are designed and marketed, fostering a new wave of personalized footwear.
Notable Quote:
Ben [31:10]: “We want to become the content creator shoe brand, allowing creators to express themselves uniquely through AI-designed footwear.”
11. Lessons Learned and Advice for Entrepreneurs
Throughout the conversation, both Joe and Ben emphasize the importance of integrity, perseverance, and maintaining a fun, enjoyable approach to business. They share insights on navigating challenges, adapting to market shifts, and leveraging technology to stay ahead.
Notable Quote:
Ben [55:21]: “Never give up. Relentlessly pursue your vision while enjoying the journey.”
12. Concluding Insights
As the episode wraps up, Joe reflects on the balance between scaling a business and maintaining personal fulfillment. He underscores the significance of building a strong brand grounded in integrity and innovation.
Notable Quote:
Joe Foster [62:34]: “Integrity is crucial. If you believe in what you're doing, you remain honest and adaptable, even when facing setbacks.”
Final Thoughts This episode of the Proven Podcast offers a deep dive into the evolution of Reebok under Joe Foster and the innovative strides being made by Scintillay in the AI-driven footwear space. Listeners gain valuable insights into scaling a global brand, harnessing emerging technologies, and the enduring importance of integrity and fun in business.
Notable Closing Quote:
Charles Schwartz [64:52]: “We proved a ton of things on this episode. Go prove it yourself.”
For more inspiring stories and proven strategies, visit theprovenpodcast.com.