Reebok starts in 1979 when Paul B. Fireman, a marketer of camping and fishing supplies, noticed the products of a small british athletic shoemaker, Reebok International, at a Chicago sporting goods show. Fireman acquired the north american license for the company's products, founding Reebok U.S.A. Reebok is one of the world's leading athletic footwear and apparel makers. The company first gained prominence by opening up a new market for athletic shoes and aerobic exercise shoes for women interested in fashion as well as function. Reebok currently sells footwear and apparel in the sports, fitness, and casual sectors.