In a bold and strategic move to reclaim its place at the forefront of basketball culture, Reebok has appointed two of the sport’s most iconic figures—Shaquille O’Neal and Allen Iverson—to spearhead its basketball division. O’Neal takes the helm as President of Reebok Basketball, while Iverson steps into the role of Vice President. Together, their mission isn’t just to revive a brand—it’s to reignite a movement.
Once a titan in the athletic footwear game, Reebok made its mark in the 1990s and early 2000s through groundbreaking sneaker designs and high-profile athlete endorsements. From O’Neal’s powerhouse presence in the paint to Iverson’s streetwise charisma and electrifying play, the brand became synonymous with style, performance, and rebellion. But in recent years, Reebok had struggled to maintain relevance in a hyper-competitive market dominated by newer brands and shifting consumer trends.
Now, Reebok is writing a new chapter—one led by the very legends who helped build it.
Shaquille O’Neal, known for his dominance on the court and business savvy off it, has returned to Reebok not just as a legacy figure, but as a strategic leader. As President of Reebok Basketball, O’Neal brings decades of experience, influence, and a genuine passion for empowering athletes and communities. His personal connection to the brand dates back to his own signature line, “Shaq Attack,” a shoe that broke boundaries both in design and accessibility.
“This is about more than basketball,” O’Neal says in the Netflix docuseries Power Moves with Shaquille O’Neal. “It’s about legacy, culture, and building something that inspires the next generation.”
Joining him is Allen Iverson, the cultural icon whose partnership with Reebok transcended sports. Known for his fearless authenticity and trendsetting style, Iverson redefined what it meant to be an NBA superstar—and his signature “Question” and “Answer” sneakers remain coveted items among collectors and fans.
Now, as Vice President of Reebok Basketball, Iverson is playing a key role in product design, athlete mentorship, and community outreach. His lifetime deal with Reebok, one of the most unique and enduring in sportswear history, symbolizes a deep, mutual commitment to legacy and impact.
“Reebok believed in me when not everyone did,” Iverson shared. “This is my chance to give back—to the brand, to the game, and to the culture.”
Their journey is chronicled in the Netflix series Power Moves with Shaquille O’Neal, which gives viewers a behind-the-scenes look at how these two legends are turning vision into reality. From boardroom strategy sessions to grassroots activations, the series captures the duo’s efforts to reposition Reebok as not just a sportswear company, but a cultural force.
The show highlights their collaboration on everything from athlete recruitment and sneaker innovation to community investment and digital marketing, painting a picture of two legends who refuse to be just faces of the brand—they’re builders of the brand’s future.
This leadership overhaul comes after Reebok was acquired by Authentic Brands Group (ABG) in 2021, a move that positioned the heritage brand for a fresh start. ABG’s vision included reconnecting with Reebok’s basketball roots while innovating for a modern audience. Appointing O’Neal and Iverson isn’t just symbolic—it’s a calculated strategy to blend nostalgia with new school relevance.
With the rise of retro fashion, athlete empowerment, and digital storytelling, Reebok’s return seems poised for success. And with Shaq and Iverson steering the ship, the brand’s resurgence feels not only possible, but inevitable.
Reebok’s comeback isn’t just about sneakers—it’s about leadership, authenticity, and rewriting the rules. Shaquille O’Neal and Allen Iverson are not only returning to the brand that helped shape their identities, they are redefining what it means to lead in the world of sports, business, and culture.
The message is clear: Reebok is back. And it’s making power moves.
