Podcast Title: Right About Now with Ryan Alford
Episode: From Reebok to Syntilay: Footwear Innovation with Joe Foster & Ben Weiss
Release Date: August 5, 2025
Host: Ryan Alford
Guests: Joe Foster (Founder of Reebok, Author of Shoemaker), Ben Weiss (Co-Founder of Scintillate)

Introduction: Bridging Legacy and Innovation (02:34 - 04:52)

Ryan Alford kicks off the episode with palpable excitement, introducing Joe Foster, the iconic founder of Reebok, and Ben Weiss, the visionary co-founder of Scintillate. Alford reminisces about his childhood admiration for Reebok pumps, highlighting Joe Foster's pivotal role in shaping the brand that became a staple in sports culture.

Joe Foster shares a brief reflection on Reebok's monumental growth, stating, “When Reebok got to nearly a billion and got 4 billion, it's just a machine. There is no excitement that is now becoming a corporate entity which does things and continues to grow.” (04:04)

The Reebok Journey: From Humble Beginnings to Global Dominance (04:52 - 09:27)

Joe Foster delves into the origins of Reebok, tracing back to a family business established in 1895. Faced with a declining company, Joe and his brother Jeff took the bold step to reclaim and revitalize the brand in 1958. They introduced groundbreaking innovations like Hexalyte and the Pump, which became emblematic of Reebok’s identity.

Ben Weiss adds perspective on the current footwear landscape, questioning why modern influencers with massive online followings, such as Jake Paul and MrBeast, haven’t secured shoe deals comparable to traditional athletes. He emphasizes the potential in tapping into the creator economy: “Their fame in their audiences and their fan bases are not a byproduct of something else. They are the product.” (04:38)

Disruption and Innovation: The Birth of Scintillate (09:27 - 17:56)

Ryan Alford steers the conversation towards Scintillate, the new venture spearheaded by Joe Foster and Ben Weiss. Ben Weiss elaborates on his journey to collaborate with Joe Foster, driven by the latter's unparalleled expertise in the footwear industry. He explains Scintillate’s mission to back content creators with their own shoe lines, leveraging cutting-edge technology like AI and 3D printing to revolutionize design and production.

Joe Foster reflects on the excitement of returning to hands-on innovation, contrasting it with the corporate nature of his previous experience: “Meeting with Ben, it was like, wow, I can get back... the energy that Ben has reminds me of, yeah, we're going for it, we're going to win.” (12:50)

Scintillate’s Technological Edge: AI-Driven Design and 3D Printing (13:35 - 22:31)

Ben Weiss delves deeper into Scintillate’s innovative approach. By utilizing AI to automate 70% of the shoe design process and employing 3D printing for on-demand production, Scintillate drastically reduces the traditional 18-month shoe development cycle to just a few months. This agility allows the brand to collaborate with a diverse array of content creators across various fields, from comedians to UFC fighters.

He highlights the unique designs made possible through AI, such as shoes resembling yachts and spaceships, which would be unattainable through conventional manufacturing methods: “AI comes up with some really interesting ideas... something pretty different.” (15:28)

Joe Foster underscores the importance of disruption in business, drawing parallels to Reebok’s own innovative spirit: “Disruption is never a bad thing and what we're doing now is we're disrupting a bit. We're trying to do something different and people love that.” (06:03)

Brand Building and Market Strategy (17:27 - 24:02)

A significant portion of the discussion focuses on strategic brand building. Joe Foster offers invaluable insights into creating a compelling brand narrative: “You got to create that desire, that sort of willingness to become part of the brand. And we, we always wanted people to become part of the brand, you know, to love the brand that much.” (27:31)

Ben Weiss outlines Scintillate’s multi-faceted marketing approach, which combines traditional media exposure with innovative in-person experiences. The brand has already garnered attention from major publications like USA Today and Entrepreneur, and plans to host interactive pop-up events in high-traffic areas such as Times Square. These events will feature advanced scanning machines to provide custom-fitted 3D printed shoes on the spot: “We're going to have this machine you'll be able to walk on to a really high quality scanning machine... that's going to be like a whole experience.” (30:35)

Future Outlook: Scaling and Expanding the Creator Economy (24:02 - 33:23)

Ben Weiss discusses the monumental potential of integrating AI and 3D printing into the footwear industry. He emphasizes that content creators represent a vast and largely untapped market, surpassing traditional athletes in numbers: “There are so many people with influence today and so many brands with influence... that category could be the biggest category today in all footwear.” (20:09)

Joe Foster reflects on the evolving media landscape, appreciating how modern platforms offer unprecedented opportunities for brand exposure: “You gotta have fun, enjoy it... create that desire, that sort of willingness to become part of the brand.” (24:06)

Experiential Marketing and Customer Engagement (29:43 - 35:24)

The conversation transitions to customer experience, highlighting the sensory appeal of Scintillate’s 3D printed shoes. Ryan Alford shares his firsthand experience, praising the comfort and innovative design: “It is like walking on the clouds of the heavens. And it feels unlike anything you would expect from what can be 3D printed.” (30:31)

Ben Weiss reveals plans for an immersive pop-up shop in New York City, where customers can experience the entire process from foot scanning to receiving their custom footwear: “It's going to be in the heart of New York City and a spot that hundreds of thousands of people walk about daily.” (30:35)

Closing Remarks and Call to Action (33:23 - 37:27)

As the episode winds down, Ben Weiss provides listeners with resources to learn more about Scintillate, directing them to scintillate.com and emphasizing upcoming in-person events. Joe Foster encourages audience engagement, sharing contact information for further inquiries: “chat@JW Foster Heritage.JW Foster Heritage.com” (34:57).

Ryan Alford concludes with an enthusiastic endorsement of Scintillate, urging listeners to explore the innovative offerings and stay connected through social media and the show’s resources.

Key Takeaways:

• Legacy Meets Innovation: Joe Foster’s rich history with Reebok serves as the foundation for Scintillate’s disruptive approach to footwear.
• Technological Integration: Scintillate leverages AI and 3D printing to streamline shoe design and production, significantly reducing development time.
• Creator Economy Focus: By targeting content creators with substantial online influence, Scintillate taps into a rapidly growing and underserved market.
• Experiential Marketing: Interactive pop-up events and custom scanning experiences are central to Scintillate’s strategy to engage and attract customers.
• Brand Building: Emphasizing storytelling and brand loyalty, Scintillate aims to create a strong emotional connection with its audience.

Notable Quotes:

• Joe Foster: “Disruption is never a bad thing and what we're doing now is we're disrupting a bit. We're trying to do something different and people love that.” (06:03)
• Ben Weiss: “Their fame in their audiences and their fan bases are not a byproduct of something else. They are the product.” (04:38)
• Ryan Alford: “It is like walking on the clouds of the heavens. And it feels unlike anything you would expect from what can be 3D printed.” (30:31)

Further Information:

• Scintillate Website: scintillate.com
• Contact Joe Foster: chat@jwfosterheritage.com
• Follow Ryan Alford: ryanisright.com

This episode offers a compelling blend of historical insight and forward-thinking innovation, showcasing how legacy brands can evolve by embracing new technologies and market dynamics. For entrepreneurs, marketers, and business enthusiasts, Joe Foster and Ben Weiss provide a masterclass in building and scaling a brand in the modern era.