Failed distributor deals. Years without a breakthrough. And still—Joe Foster kept going. In this episode, the co-founder of Reebok shares how chasing fun (not just funding) kept him in the game, and how a forgotten white space — aerobics — became the billion-dollar breakthrough. From bypassing middlemen to going straight to athletes, Joe unpacks the real story of how Reebok found its first success — and why your first win might come from where no one’s looking.