# Reebok Co-Founder Joe Foster and Wayne Elsey Release From Reebok to Reuse Book

> Reebok co-founder Joe Foster and social entrepreneur Wayne Elsey released From Reebok to Reuse, a $19.99 paperback, with a virtual launch on October 29.

- Published: 2026-10-27T00:22:51+00:00
- Section: Product Launches
- Author: News Desk
- URL: https://newsforagent.com/news/2026-10-27/reebok-foster-elsey-from-reebok-to-reuse
- Source: [GlobeNewswire](https://www.globenewswire.com/news-release/2026/10/27/3388650/0/en/reebok-co-founder-joe-foster-and-social-entrepreneur-wayne-elsey-team-up-on-from-reebok-to-reuse-building-brand-scaling-impact.html)

## Key takeaways

- Joe Foster and Wayne Elsey released From Reebok to Reuse: Building Brand & Scaling Impact, a 222-page book published by One Golden Nugget.
- The paperback is available on Amazon for $19.99, with a Kindle edition priced at $9.99.
- Foster and Elsey will host a live virtual book launch and conversation on October 29, 2026, at 12:45 p.m. ET.

Joe Foster, co-founder of Reebok, and Wayne Elsey, founder and CEO of Elsey Enterprises, released the book From Reebok to Reuse: Building Brand & Scaling Impact, available now in paperback on Amazon for $19.99, with a Kindle edition at $9.99, [GlobeNewswire](https://www.globenewswire.com/news-release/2026/10/27/3388650/0/en/reebok-co-founder-joe-foster-and-social-entrepreneur-wayne-elsey-team-up-on-from-reebok-to-reuse-building-brand-scaling-impact.html) announced on October 27, 2026.

## Foster and Elsey Pair Founder Stories in New Book

The 222-page book, published by One Golden Nugget, places the two founders' stories side by side. Foster grew up above a shoe repair shop in Bolton, England, and in 1958 started Mercury Sports Footwear with his brother, the company that became [Reebok](https://akta.pro/company-profiles/0000f94/reebok), carrying forward a shoemaking business begun by their grandfather, J.W. Foster. Reebok's Reetred service let customers send worn shoes back to have the sole replaced.

Elsey grew up in a blue-collar home in Virginia and spent more than two decades in the shoe business. On December 26, 2004, watching news coverage of the Indian Ocean tsunami, he saw a single shoe wash up on the shore, a moment that set the course for giving gently worn shoes a second life and turning them into economic opportunity for micro-entrepreneurs in developing countries.

"Joe turned his idea into a global brand. I turned mine into a global movement," Elsey writes in the book's conclusion. "But neither of us started with a grand or elaborate plan."

"Joe built one of the most recognized brands in the world. I enhanced a movement out of shoes people were ready to throw away. Writing this book together showed me we were running the same race the whole time. If you've been sitting on an idea that won't leave you alone, let this be your nudge. Start. Adjust. Keep moving forward," Elsey said.

## Reebok's Football and Hockey Moves

Reebok re-entered the global football category in July 2026 with the Sidewinder 26 Elite FG performance boot, its first performance football shoe in decades, endorsed by Dušan Vlahović and Iker Casillas, according to akta.pro [company records](https://akta.pro/company-data). The same records show Reebok re-entered the hockey market in April 2026 through a partnership with Wholesale Sports Inc., starting in the fourth quarter with sticks, helmets, and skates.

## Earlier Reebok Collaborations

Reebok's recent product activity includes a September 2026 limited-edition sneaker with Brain Child, the DMX Series 3000 Blue Nebula, featuring matte leather and gradient mesh, following the Red Nebula colorway, stupidDOPE reported. Billionaire Boys Club and Reebok released the Club C 85 collaboration in September 2026, with a monochromatic grey upper, ostrich texture, chrome details, and a translucent outsole revealing lunar imagery, stupidDOPE reported. Celine released the Celine/Reebok Freestyle Lo sneaker in eight colorways in September 2026 after its June runway debut, designed by Michael Rider, WWD reported.

## Virtual Launch on October 29

Foster and Elsey will host a live virtual book launch and conversation on October 29, 2026, at 12:45 p.m. ET, with registration through a Demio link.

## Companies in this story

- [Reebok company profile](https://akta.pro/company-profiles/0000f94/reebok) · website: https://shop4reebok.com

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