Joe joined the family business in 1952. but left the company a year later to complete National Service.

They started the search for a new name and came across the grey rhebok, a small South African antelope in Webster's dictionary.

[2] The Reebok business developed with Jeff looking after production, Joe took charge of the sales and marketing side, as well as design which included the classic silhouette, outsole and the Starcrest logo.

In the early years Joe travelled all over the United Kingdom marketing Reebok shoes to various retailers.

In 1979, Joe attended the NSGA (National Sporting Goods of America) Show in Chicago, where he met American businessman Paul Fireman.