Ben Weiss set out to create the future of footwear. With nothing but conviction and a radical idea to merge AI with design, he reached out to Reebok co-founder Joe Foster, the man who turned a small factory dream into a global empire. What began as a cold message became a collaboration between two builders chasing the next revolution in shoes. In this episode, Ben and Joe join Ilana to unpack what it takes to see opportunity before the world does and how to keep building, no matter the odds or the decade.

Joe Foster is the co-founder of Reebok, the small family startup that became one of the world’s most iconic sports brands. Ben Weiss is the founder and CEO of Syntilay, a footwear innovation company building the future of sneakers through AI design and 3D printing. Together, their partnership is transforming the footwear industry.

In this episode, Ilana, Ben, and Joe discuss:

(00:00) Introduction

(03:50) The Birth of Reebok

(09:59) Breaking into the U.S. Market Against All Odds

(19:04) How Women Skyrocketed Reebok’s Success

(20:19) Hollywood and the Rise of Reebok

(23:04) Facing Challenges with Optimism

(25:27) Syntilay: A New Concept in AI Footwear

(28:30) Persistence and White Space Thinking

(32:56) Innovating with AI and 3D Printing

(36:17) The Future of Footwear and Technology

(41:41) Advice for Aspiring Entrepreneurs

Joe Foster is the co-founder of Reebok, the small startup he and his brother Jeff built into one of the world’s most iconic sports brands. Through innovation and perfect timing, he helped turn Reebok into a global household name. After stepping away, he authored the bestselling memoir Shoemaker and launched the How to Survive & Thrive series, now in its fourth edition. At 90, he continues to speak worldwide and mentor founders, sharing enduring lessons on creativity, resilience, and reinvention.

Ben Weiss is the founder of Syntilay, a Florida-based startup pioneering AI-designed, 3D-printed sneakers. With advisors like Reebok founder Joe Foster and original Shark Tank investor Kevin Harrington, Ben is redefining how shoes are created through technology, speed, and personalization. His mission is to empower creators to design and own their own footwear brands.

Connect with Joe and Ben:

Joe’s LinkedIn: linkedin.com/in/joe-foster-a38a4b10b 

Ben’s LinkedIn: linkedin.com/in/benxweiss/ 

Resources:

Syntilay: https://syntilay.com/ 

Joe’s Book, Shoemaker: The Untold Story of the British Family Firm that Became a Global Brand: https://www.amazon.com/dp/1471194019