Reebok has officially named Shaquille O’neal as the President of Reebok Basketball. This is one major step towards the brand’s strategy towards a relaunch of its category in 2025. Additionally, Allen Iverson has been named VP of Reebok Basketball.
Reebok played a significant role in Shaq’s meteoric ascension into pop-culture and sports stardom in the 1990s. A signature shoe line was immediate; this partnership brought the likes of the Shaq Attaq and Shaqnosis to the annals of sneaker history. Shaq would later turn down an extension with the sportswear giant to begin his own brand focusing on low-priced affordable footwear for children; this surprise move was sparked by a random post-game encounter with a woman who criticized the larger-than-life basketball star for endorsing shoes that weren’t readily affordable by lower income families. Shaq ended up leaving millions of dollars on the table to start on this new path.
In 2015, Shaq sold his rights to manage his name and likeness to Authentic Brands Group, rendering him the second largest stakeholder in the company. With the influence of the all-time great, ABG later acquired Reebok from adidas in a mega deal that was finalized in May 2022.
Shaq will play an integral role in restoring the brand’s position in the basketball sportswear business. Both he and Iverson will be active in athlete recruitment and other brand building strategies moving forward.
Photo of Shaq by Tyler Fuhrmeister
Photo of Allen Iverson by John Kim