Reebok has its origins in Bolton UK when J.W. Foster established the athletic footwear brand of the same name in 1895. The name Reebok is derived from the Afrikaans spelling of rhebok, a type of gazelle. In the late 70s Paul Fireman negotiated the rights to sell Reebok specialist sports footwear across North America, and the modern-day incarnation of the brand was created. More recently Reebok has set out to celebrate individuality in sport and life, setting up links with creative artists such as Jay-Z, Swizz Beatz and Kendrick Lemar.