Reebok was founded in England, in 1958, by a pair of brothers, Joe and Jeff Foster, to carry on a family tradition of making athletic footwear. Their grandfather, Joseph William Foster, had launched an eponymous company, J.W. Foster, in 1895 and developed one of the very first track spikes. Throughout the 1980’s, the decade that gave us aerobics, saw a new emphasis on sports like tennis—which blended physical activity with a sociocultural lifestyle. In this environment, Reebok thrived. Reebok developed a wider array of casual athletic footwear aimed at amateur athletes and people caught in the fitness craze. With Reebok's main emphasis planted firmly on the aesthetic of their sneakers, they were the major powerhouse of American sneaker culture throughout the 80’s.