It’s Not All about the Shoes
This is something of a strange question, so please bear with me, I tell Matt O’Toole, Reebok’s fit, athletic-looking president. An affable Midwest native with expressive blue eyes and an easy laugh, he smiles.
Over the past few weeks, I explain, as I’ve worked on this story about Reebok, I’ve learned or been reminded of a lot about the company. Its out-of-nowhere rise to sneaker and athleticwear superstardom in the 1980s. The cultural buzz its shoes and athlete endorsers continued to generate in the 1990s and early 2000s. Its purchase by rival Adidas in 2006. The move from its longtime campus in Canton, 15 miles southwest of downtown, to cool new digs in the Seaport in 2017.
But as I’ve immersed myself in Reebok-world, I’ve also found myself thinking a lot about my own sneaker histor...






