Shaquille O’Neal and Allen Iverson Return to Reebok as President and Vice President of Basketball

Shaquille O'Neal and Allen Iverson, both basketball hall of fame inductees, reunite with Reebok, as the shoe company recently revealed. They previously came together during the halftime of the 2016 NCAA Men's Final Four championship game. (Photo by Robert Deutsch/USA TODAY Sports)

By: Joshua Martin

Shaquille O’Neal, a four-time NBA champion and arguably one of the greatest big men to ever play the game, is teaming up with 2000s NBA legend Allen Iverson to become the new faces of Reebok Athletics. The two will serve as President and Vice President, respectively.

Reebok announced that the shoe company aims to rebuild its reputation in team sports after leaving Adidas and being acquired by Authentic Brand Group for $2.46 billion in 2022. Reebok executives said the company plans to fully re-launch Reebok Basketball in early 2025.  

Today, Reebok is proud to officially report that longtime brand partner and legendary hall-of-famer, @SHAQ, as the President of Reebok Basketball. pic.twitter.com/nEw6aYnRv3

— Reebok (@Reebok) October 12, 2023

In his new role as President of Basketball, Shaq will lead strategy, partnerships, and relationships with athletes and organizations to expand the Reebok basketball brand. Additionally, O’Neal went on to praise “The Answer” for his impact on the game of basketball and his overall cultural impact. 

“Al is a founding father of Reebok Basketball and has left a lasting impact on the game and its surrounding culture.”

— Shaquille O’Neal

O’Neal has a history with Reebok, having launched the brand's first signature shoe, the Shaq Attaq series in 1992. However, he parted ways with the shoe company after an incident leaving the Orlando Magic facility after a practice, which ultimately led to his decision to leave the brand. 

Reebok Shaq Attack

Upon leaving Reebok in 1998, Shaq partnered with Walmart to start his affordable show, “The Dunk Man”. The shoe brand ultimately sold 400 million pairs of sneakers. The shoes were priced between $19 and $29 and were sold in almost every Walmart in the country.  

Shaq reconnected with Reebok in 2012 to relaunch his signature shoe in retro fashion. In a recent statement, Reebok said it aims to honor and incorporate the legacy of basketball legends beyond their playing days and that is reflected in bringing Shaq and Iverson on board in big roles.  

Reebok Question

“As a president, I know what my role is. I’m gonna be focusing on player development and partnerships.”

— Shaquille O’Neal

Like Shaq, Iverson’s main focus will be to help drive player recruitment while simultaneously building grassroots and community-based initiatives, and athlete activations.  

“It’s all about product, players, and the community and having the confidence to do things our own way. We need to capitalize on Reebok’s heritage and product expertise in the sport for today’s youth, but also focus on getting involved in the community from a grassroots level. We’re going to bring in a new generation of players who have strong authenticity and passion, or what I like to refer to as the it factor, who can put their own mark on this brand and make it relevant to a whole new generation.”

— Shaquille O’Neal

Nike continues to completely dominate the basketball shoe market, particularly with the Air Jordan brand. Reebok has underperformed in that market in recent decades but Shaq and Iverson may be the best way for the company to bridge the past and the future. 

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