Introduction: The Woman Behind the Brand
Julie Foster may not be a household name, but her story offers valuable insights about partnership and perseverance. Married to Joe Foster, founder of Reebok, for 27 years (and together for 34), Julie describes herself as “the engine room behind Joe.” In this interview, Julie shares her practical approach to supporting her husband’s work while maintaining her own identity. From her early days in logistics to coordinating global projects, she reveals how adaptability and quiet determination have shaped her unique journey.
Early Foundations: From Bolton to Global Business
Q: What dreams did you have as a young girl?
Julie Foster: Like most young girls at that time, I wanted to be an air stewardess. But back then they had strict height restrictions – I think it was 5 foot 6 inches minimum, and I’m only 5 foot 3. Then I considered being an RSPCA inspector, but after seeing a TV program about what the job really involved, that dream faded too. So I ended up in admin and logistics, which became my strength – organizing and making things happen.
Building a Life and Legacy with Joe Foster
Q: How did you meet Joe and become part of the Reebok story?
Julie Foster: I met Joe when I was 24 years old, and we’ve been together ever since – that’s 34 years now, married for almost 27. Most people know Joe as the Reebok founder, but I’ve been there beside him through it all. My logistics background proved invaluable in supporting his work. As I’ve said, I’m the “engine room behind Joe” – making sure everything runs smoothly to support what he does.
Q: What values have been most important in your partnership?
Julie Foster: Determination and integrity. I’m not a person who gives up easily, and Joe isn’t either – we’re very similar in that way. We just keep going until it’s done. Integrity means staying true to your word and purpose, no matter what. These values have guided us through all the challenges of building and maintaining a global brand.
Redefining Success: The Art of Playing Big
Q: What does “playing big” mean to you personally?
Julie Foster: It means no self-imposed limits. Don’t put barriers and boundaries around yourself. Put yourself in the middle of the playing field and use the whole space – don’t stay confined to a corner. Too many people limit themselves before they even begin.
Q: Can you share a pivotal moment when you had to “play bigger”?
Julie Foster: When I was first asked to speak publicly without Joe. Normally, he’s the one who does all the speaking – I’m usually the one taking pictures or holding everyone’s phones! Stepping out to do podcasts or interviews like this was a significant shift for me. But that’s what playing big is about – stepping out of your comfort zone when opportunity calls.
Global Business Realities & Entrepreneurial Wisdom
Q: What’s been your biggest professional challenge?
Julie Foster: Without question – time zones! Coordinating interviews and projects across Bangkok, Dubai, the UK, and U.S. is absolutely brutal. We once had to do a live interview at 3 a.m. in Bangkok because it was prime time in the U.S. That’s the reality of operating a global business – someone’s always working odd hours.
Wisdom for Women in Business
Q: What holds women back from playing big in your experience?
Julie Foster: Too often, it’s limited early encouragement. Girls need more support in school to see beyond traditional career paths. Things like business incubators – like the ones our friend participated in through banks in Manchester – should be introduced much earlier in education. Young women need to know entrepreneurship is an option from the start.
Q: What practical advice would you give women looking to step up?
Julie Foster: First, empower yourself with knowledge – learn everything you can about your industry. Second, take advantage of resources like incubator programs (many are free!). Third, network relentlessly – connections open doors. And most importantly, believe in your capability. If you don’t know how to do something, learn it. There’s no limit to what you can learn.
Overcoming Obstacles & Personal Growth
Q: How do you redefine failure?
Julie Foster: There’s no such thing as failure – only lessons. What some call failure is just valuable feedback for your next attempt. This perspective has helped me tremendously in business and in life.
Q: What’s one core belief that guides you?
Julie Foster: Just keep going. Progress doesn’t always have to be in a straight line forward – sometimes you go left, right, over, or under obstacles. The key is to keep moving in some direction. Stagnation is the only real failure.
Final Challenge & Lasting Wisdom
Q: If you could give one challenge to women looking to play bigger, what would it be?
Julie Foster: Learn one new skill every single year. It doesn’t have to relate directly to your work – it could be a sport, hobby, or creative pursuit. The more diverse your skillset, the bigger your potential playing field becomes. Continuous learning is the key to continuous growth.
Q: What final wisdom would you share with our readers?
Julie Foster: Remember that the only limits that truly matter are the ones you place on yourself. Don’t be confined by what others expect or by arbitrary standards (like height requirements for air stewardesses!). Define your own path, keep learning, and most importantly – just keep going.
Watch full interview here
