'Technology doesn’t take over, but it helps us do things faster and better,' says Reebok co-founder Joe Foster
“This is my idea. Can you bring me a different take to it?” That’s the kind of question Reebok co-founder Joe Foster says designers will increasingly ask artificial intelligence as the technology reshapes the future of fashion and footwear.
In a new venture with entrepreneur Ben Weiss, Foster is backing Syntilay, a brand that just launched what it calls the world’s first commercially available AI-designed shoe— a futuristic-looking lifestyle slide, priced at $149.99 and custom-fitted using a smartphone scan.
Speaking from Bangkok in a Zoom interview with The Korea Herald, Foster said the role of AI in footwear is not about replacement, but about expansion. “What AI will do is that when a designer comes up with an idea and wants to look at four or five different versions, he can get four or five hundred. That’s going to allow for much more variation, much more choice,” he said. “The human instinct is to be different. But AI lets us explore ideas we might never have the time or ability to develop on our own.”
The Syntilay slides are manufactured in Germany and available in five colors. About 70 percent of their design was generated using AI tools. From initial concept art inspired by spaceships and yachts to the final 3D modeling and surface patterning, artificial intelligence played a central role in shaping the look and function of the shoe.
“We used AI to co-generate concepts. Then we refined them into sketches and fed them into another AI that created the 3D model,” said Ben Weiss, Syntilay’s CEO, who joined the interview from Florida. “Then we used generative AI again to build in futuristic textures. One of the prompts we used was Syd Mead-style sci-fi, and it really gave the design that bold edge.” Mead was a neo-futurist concept artist particularly known for his work with "Blade Runner."
For Foster, the Syntilay project is a return to the kind of startup energy that marked the early days of Reebok.
“When it’s big, it gets — well, I can’t say boring — but you do lose that excitement,” he said. “Now, with Ben, that’s brilliant work. We’re back digging again, doing something different. That’s the reason that when Ben asked, ‘Can you help?’ I said, ‘I don’t know, but I’ll try.’”
Foster, who stepped away from Reebok before the digital age transformed business, said technology is something today’s generation needs to embrace. “Nowadays, it’s technology. And 3D printing, well, it’s brilliant. It speeds things up. Technology doesn’t take over, but it helps us do things faster and better.”
Weiss said the goal behind Syntilay is much larger than a single product. “Our big vision is to become the creator shoe company,” he said.
“There are more influencers today than professional athletes, and they’ve never had access to personalized footwear like this. They’ve got hoodies and hats and merch, but no shoes. We want to change that.”
Weiss explained that by eliminating the need for molds and traditional mass production, Syntilay can go from concept to ready-for-sale shoe in just three months. “It solves the three biggest problems — time, cost and access,” he said. “Now we can make shoes for people who were previously unbackable.”
Still, some have questioned the durability of 3D-printed footwear. Weiss acknowledged that concern, but said their production partner, Zellerfeld in Germany, has refined the process. “Our shoes are built with internal structural supports. They’re breathable, they’re cushioned and they’re comfortable. When people try them, they’re shocked.”
Each pair is tailored to the customer through a smartphone foot scan that collects 12 key measurements, including arch height, width and length.
“It’s a level of fit you usually only get with high-end, handmade shoes,” Weiss said. “But we’re offering it at a $150 price point.”
Syntilay is already shipping globally, including to South Korea, a market Weiss is keen to grow in. “It’s an exciting market — K-pop, streetwear, beauty, it’s all connected. We want to bring this tech and this aesthetic to different cultures in a way that feels authentic,” he said.
Foster said his advice to Weiss has been about the long game. “It’s persistence. It’s understanding that nothing happens overnight,” he said. “You’ve got to learn the business deeply — know how the industry works, and then challenge it.”
As for marketing, Foster believes AI is as much a communication tool as it is a creative one. “You can use the word AI in your pitch, and it becomes interesting,” he said. “It grabs people’s attention. And attention is the start of everything in this business.”
While Syntilay’s first shoe has made a strong impression, both Foster and Weiss said the work is just beginning. “You turn the corner, and maybe that’s where the breakthrough is,” Foster said. “You don’t stop. You keep pushing. That’s how you build something that matters.”
yoohong@heraldcorp.com
