This article was based on the interview with Joe Foster, Founder of Reebok, and Ben Weiss, CEO of Syntilay by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
When the founder of Reebok partners with the builder of an AI-powered shoe startup, it’s not just a branding story—it’s a signal that the industry is about to change. Again.
Joe Foster, who helped Reebok grow from a UK startup into a billion-dollar global brand, and Ben Weiss, founder and CEO of Syntilay, are combining old-school brand-building wisdom with next-gen technology. The result? The first AI-designed, fully 3D-printed commercial shoe—custom-made, influencer-friendly, and ready to bypass every outdated assumption in footwear manufacturing.
In this conversation, the two leaders discuss what’s broken in today’s product model, how AI allows for infinite experimentation, and why made-to-order is the future of consumer experience—whether the big brands like it or not.
The Legacy Meets the Future: Why Joe Foster Is Betting on Syntilay
Joe Foster built Reebok by finding “white space”—untapped categories like cross-country running and aerobics—and then scaling with conviction. His decision to support Syntilay wasn’t driven by nostalgia. It was driven by recognition.
“Ben reached out, and he hasn’t stopped reaching,” Foster jokes. “He’s got the energy you need. This space is changing fast. You need that mindset”for-social-media-conten….
Foster saw echoes of Reebok’s early days: a bold idea, a scrappy team, and a new way to make something better. Except instead of stitching leather, they’re printing custom shoes on demand.
For Foster, it’s not about romanticizing the past—it’s about seeing what’s next. And next, according to Syntilay, means shoes that are designed by AI, shaped by 3D printers, and sold by creators, not just corporations.
No Inventory, No Mold, No Waiting: A New Model for Product Launches
Traditional footwear design takes 18 months. It involves high design costs, custom molds for each size, and massive inventory investments—all before a single shoe is sold. Syntilay throws that model out entirely.
“With AI doing 70% of the design and 3D printing on demand, we can launch a new shoe in three months,” Weiss saysfor-social-media-conten….
That speed unlocks a new kind of agility. Instead of guessing what will sell, Syntilay can test designs quickly—working with creators, artists, and niche communities to drop limited runs, collect feedback, and iterate fast. It also removes the need for storage, shipping, and minimum orders.
Even the sizing is personalized. Customers upload photos of their feet next to a sheet of paper, and Syntilay’s system captures 12 data points to create a one-of-one pair. The price? $150. A fraction of what custom shoes typically cost.
“We’re not making a version of a shoe for someone. We’re making a version of the shoe for them,” Weiss saysfor-social-media-conten….
AI Isn’t Replacing Designers—It’s Unleashing Them
Neither Weiss nor Foster believes AI eliminates creative work. Quite the opposite. It makes it easier to think differently.
Foster compares it to early CAD systems: useful, but limited. Today’s tools, powered by large language and image models, allow designers to feed in reference images, generate dozens of variations instantly, and explore wildly new forms.
“Designers still lead. But now they can press a button and see 100 new ideas in seconds,” Foster saysfor-social-media-conten….
For Syntilay, that means yacht-inspired uppers, spaceship-like silhouettes, and layered textures that would be impossible (or absurdly expensive) to prototype by hand. ChatGPT even helps code the shading algorithms used in final design models.
The role of the designer doesn’t disappear—it evolves. Instead of burning time on manual tasks, creatives can focus on vision, voice, and experimentation. And it shows in the product. These shoes aren’t just merch—they’re a new medium.
The Creator Economy Is the Distribution Channel
If Nike built its empire with athletes, Syntilay is betting on creators.
Weiss argues that some of today’s biggest cultural influencers are YouTubers, Twitch streamers, and digital artists—many with fanbases larger than most NFL teams. But until now, those creators haven’t had access to signature shoes.
“They’ve done shirts, hoodies, hats—everything but footwear. We can change that,” Weiss saysfor-social-media-conten….
The platform allows creators to be the creative director of their own drop, skipping the 18-month industrial pipeline. Syntilay already has four partnerships lined up and is expanding quickly. The strategy is simple: test fast, scale what works.
And retail isn’t off the table. While 3D printing offers speed and creativity, traditional manufacturing still rules shelf space. Syntilay’s long-term model is hybrid: test through print, then mass-produce proven winners for stores.
Conclusion
This isn’t just a shoe story. It’s a blueprint for how AI, automation, and creator culture can rewire product design, speed to market, and customer relationships.
Joe Foster sees in Syntilay what he once saw in Reebok: the courage to ignore the rules and invent something better.
Ben Weiss sees a future where every creator, brand, and fan has a chance to make something truly their own—and do it in months, not years.
And if that future feels far off, remember: the shoe is already here. You just haven’t tried it on yet.ip.
It’s how you prove your customer made the right choice.
