Allen Iverson was The Answer that the NBA needed. The basketball legend, just by being himself, ushered in a cultural revolution in the league like nobody else. Remember the poster featuring Allen Iverson in a throwback Philadelphia 76ers jersey? He inspired his peers and continues to do so, as they keep watching The Answer. But, along with his rise, he unknowingly catapulted another U.S. company. Both stood out for being different from the monotony of the ’90s and teamed up to launch a new era. As the company celebrates its 30th anniversary, it was obvious to pay homage to the NBA legend.

The company behind this iconic poster is none other than Slam. The Answer has always appreciated the dedication and loyalty Slam shows in bringing out the authentic side of him and all the athletes. He was featured in the magazine in 1996. And there we see the authentic side of Iverson on the ‘Soul on Ice’ cover. “I say I AM SLAM because together — with me living it and SLAM covering it — we made it OK to be you, to be authentic, in the NBA. S**t, we made it OK for athletes to be themselves in all of sports. Now that might sound cocky, but it’s not. It’s just facts,” Iverson claimed in the “30 YEARS OF SLAM” book.

Iverson was bringing in change, and Slam was covering it to help people embrace the new culture. Appreciating Slam, he said, “SLAM was everything to my career. Still today, I walk past a magazine stand and I see that magazine — I’m grabbing it,” Iverson said.

In honor of that original cover and the relationship that has stood strong for over two decades, the magazine made a deal with Reebok to launch a limited edition pair of Iverson’s first signature shoe, SLAM x Reebok Question Low. Both Slam and Reebok logos feature on the tongue and heel, while the midsole has a metallic frosted texture. Iverson’s nickname, ‘Bubba Chuck,’ appears in lettering up the eyelets. Of course, the shoes have a part of the original cover as the “3 of Diamonds” logo features on the heel and outsole.

The 1996 cover was unique. Iverson posing like Julius Erving in the custom jersey by Mitchell & Ness with a red, white, and blue basketball was unique. His usual candor as he flaunted his tattoos and jewelry, seen in the poster, quickly became a phenomenon. It remains memorable to all the members who were present at the photoshoot. Even the photographer, Clay Patrick McBride, has an odd yet fond memory from the shoot.

Allen Iverson showed up late for the event

McBride was asked to recount his best memory from the photoshoot, and much to everyone’s surprise, he answered that Iverson showing up for the shoot was his favorite. While The Answer was already making headlines, he wasn’t familiar with McBride. He did his research on him and arrived right on time for the shoot, which was scheduled for noon. But Iverson was late and by quite a few hours, that too.

The photographer quickly got tense about whether the basketball star was going to appear for the shoot. And it only kept escalating after 10 hours had passed. The only person who patiently waited for the basketball star was the then-creative director of Slam, Don Morris.

But, much to McBride’s relief, Iverson appeared at around midnight. The photoshoot lasted for about 25 minutes, and the photographer was careful enough to ensure he had enough shots of Iverson. While Iverson didn’t fully understand what the team was doing, he had faith in Slam. They did it just right by portraying Iverson just as he is.

“We’ve had many memorable covers, but of the 270-plus covers that we’ve done, it’s the most iconic. Allen Iverson is what Slam is all about. That cover still matters. I think Iverson propelled us, and we are proud to have been a part of his entire basketball career,” the company’s owner Dennis Page said. And today, the ‘Allen Iverson is Soul On Ice’ is still iconic.