Two NBA legends are returning to the shoe company that helped launch their off-court fame.
Shaquille O’Neal was named president of basketball for the company, while Allen Iverson will serve as his vice president, Reebok CEO Todd Krinsky told Boardroom’s Nick DePaula.
“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.”
Hiring the pair of NBA icons comes amid Reebok trying to re-establish its position in the basketball market after leaving Adidas and being acquired by Authentic Brands Group in March 2022.
The duo will both help with player recruitment to the brand, while Iverson will also focus on Reebok’s presence 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.
Reebok signed the burgeoning superstar to the company’s first signature shoe line in 1992 with the “Shaq Attack” series. O’Neal left the company in the late 1990s but returned in 2012 to relaunch the line.
Iverson debuted with the company in 1996 with his “Question” shoes, ultimately spinning off into the highly successful “The Answer” shoe line.
The company is expecting Reebok Basketball to fully relaunch in early 2025. Miami Heat wing Josh Richardson and Philadelphia 76ers big Montrezl Harrell are two current players who’ve worn retro Reeboks in 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.”
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