Who remembers the ‘Pump shoes’ from 1989? Reebok had introduced these that then cost a hefty $170. The USP? The sneakers would inflate to fit your foot. You would probably remember it from when Dee Brown pumped it up to win the slam dunk contest in 1991. A year later, Reebok signed its very first signature athlete, Shaquille O’Neal, ahead of his rookie season with Orlando Magic.

The ‘Shaq Attack’ was Reebok’s very first signature shoe. Skip to 2001, Allen Iverson stepped into the limelight although his team, Philadelphia 76ers, lost to Shaq’s Lakers as the latter was named the NBA MVP that season. In the same year, he signed a contract with Reebok and went on to add 14 Reebok signature shoes during his career. The Hall of Famers have been associated with the brand from the start, which is expected to make a revenue of $10 billion by 2027.

As part of rebranding in 2023, Reebok newly created positions to reenter the professional performance basketball scene. Shaq was announced as the first President of Reebok Basketball and Iverson was given the Vice President post. Though they were on the opposite sides during their playing career, they are now a strong team together.

Acknowledging their terrific combination, Allen Iverson told the Boardroom on Thursday, “I know we can do big things together… If there’s a decision that’s getting ready to be made or thought about, we talk about it and figure it out. At the end of the day, Shaq makes all of the decisions and I give my input, and we rock and roll.” 

Known not only for his dominance on the basketball court but also for his business acumen, O’Neal emerged as a key decision-maker in the company. Iverson acknowledged O’Neal’s intelligence and said, “He’s a genius. He’s one of the smartest men I ever met in my life… Just an awesome dude and I’m just so blessed and proud to have him be a part of just an inkling on my life.” The mutual respect between the two basketball titans underscores the unity and synergy that form Reebok’s strategic direction.

Shaq’s role is to leverage his network to connect with players and help them develop through the partnership with the brand. As Vice President of Reebok Basketball, Iverson will drive player recruitment, grassroots organizations and community-based initiatives, and athlete activations.

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Iverson’s transition from a celebrity athlete to a key decision-maker marks a major development in the relationship with the brand and the important stakeholders also agree.

Shaq believes Iverson has a lasting impact on the game & surrounding culture

The 48-year-old Hall of Famer was the first basketball player to receive a lifetime deal with Reebok. While signing the deal in 2021, Iverson told ESPN, “It shows a lot of commitment, and hopefully I can stand up to my part… I didn’t have the greatest past in the world, but they have always stood by me and always stood up for me when times were bad. This is another time they stood by me and I’m just looking forward to doing the best I can for Reebok.” And 2023 was his chance to contribute to the brand.

Shaq O’Neal was excited to work alongside Iverson, he told Boardroom, “AI is a founding father of Reebok Basketball and has left a lasting impact on the game and its surrounding culture. There is no one I’d rather work with to bring in a new generation of ballers to Reebok than him. Shaq and AI back at it, feels good…”

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Reebok CEO Todd Krinsky was taking a new step that was never done before in the industry. He said, “We’re taking 2 of the most iconic athletes for Reebok, with one signing in ’92 [O’Neal] and the other in ’96 [Iverson], and instead of just having them be athletes that we give product to today or consult with us, we’re putting them in real management roles. This is a movement that really hasn’t happened in our industry… We’ve got legacy athletes, 20-plus year relationships, and we’re putting them in positions of management to help us in the boardroom and to catapult the brand.”

As the countdown to the Reebok relaunch gains momentum, all eyes are on Iverson, O’Neal, and the formidable team they lead. With collective knowledge and unwavering determination, they are determined to write the next chapter in the brand’s illustrious history and firmly cement their legacy as a leader in the world of sports and business.

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