A well-known shoe company is welcoming back two iconic NBA legends who credit the brand for kick-starting their off-court fame.
According to Reebok CEO Todd Krinsky, basketball legends Shaquille O’Neal and Allen Iverson have taken on leadership roles within the company. O’Neal has been appointed as the president of basketball, while Iverson will serve as his vice president.
“Being at the company for such a long time, one of the things I’m most proud about is a lot of brands have relationships with their athletes and endorsers. Usually, they’re giving them product in perpetuity and having them come to events and appearances,” Krinsky said. “With this, we’re actually bringing two of our legacy athletes together and having them be in real management positions within our company.”
Reebok’s decision to bring on board the pair of NBA icons aligns with their efforts to regain a strong presence in the basketball market. This move follows their departure from Adidas and acquisition by Authentic Brands Group in March 2022.
Both members of the duo will contribute to player recruitment for the brand. In addition, Iverson’s role will include a particular focus on enhancing Reebok’s involvement in grassroots initiatives.
“A big part of my role will be leveraging my network to build bridges, connect the brand with players, and help those players develop through their partnership with Reebok,” O’Neal said.
In 1992, Reebok made a significant move by signing the up-and-coming superstar to their first-ever signature shoe line called the “Shaq Attack” series. However, O’Neal parted ways with the company during the late 1990s. Nevertheless, he made a comeback in 2012 to revive and reintroduce the line to the market.
In 1996, Iverson made his debut with the company by launching his iconic “Question” shoes. This marked the beginning of a successful journey that eventually led to the creation of the highly popular “The Answer” shoe line.
The company has exciting plans for the relaunch of Reebok Basketball, with an expected full release in early 2025. It’s worth noting that some current players, like Josh Richardson from the Miami Heat and Montrezl Harrell from the Philadelphia 76ers, have already sported retro Reebok shoes during games.
“We just want to do things differently,” O’Neal said. “That’s what we were best known for back then and what we want to stay true to now.”