Shaquille O’Neal didn’t return to Reebok with trivial intent. When Nike and Reebok were neck-and-neck, he was one of the reasons why Reebok was at the top. He’s determined to repeat history despite Nike occupying the largest market share of the sneaker industry. Contrary to what you’d think, Shaq’s emergence as the leader of Reebok’s revival is not for publicity or a hobby. From the day he was announced as the president of Reebok’s basketball division, he was open about his plan to match if not overtake Michael Jordan’s place in the sneaker culture. Once again, he’s made it known through The New York Times his plans at Reebok aren’t small.

For that, he’s being hands-on drawing some big names to the brand. He’s not intimidated by the star power at Nike or other rivals. “Nike has a lot of players,” Shaq stated as a matter of fact. “Adidas has some OK players, but no one I’m worried about, trust me.” In Shaq, we do trust.

Sure Nike is giving Caitlin Clark an 8-figure deal, but Shaq signed his GOAT, Angel Reese from NIL to signature athlete, who is just excited to bring Reebok back on top and with her own signature line. Unlike the fanfare Shaq and Allen Iverson made to announce Reese’s signing, the new deals are a secret as Shaq builds up to a full relaunch for the brand.

While speaking exclusively to EssentiallySports, Leonard Armato explained Shaq’s motivation to return to Reebok. “With Shaq and Reebok, it’s a little different. ‘Cause Shaq feels like there’s some unfinished business at Reebok.” 

The unfinished business refers to when O’Neal walked away from Reebok in 1998. The split wasn’t a bitter one. O’Neal wanted to focus on making an affordable sneaker line. But he didn’t forget his roots. Reebok declined after the Iverson era and went further downhill under Adidas. Once he initiated the acquisition under Authentic Brands Group, Shaq has been determined to challenge Nike.

Shaq’s hush-hush plans for world domination

Currently, Nike, and its bestselling line, Air Jordan, occupies the top two spots of the global sneaker market. In 2021, Reebok was only at 1.1% of the market. There was a time in the ’90s when the top spot of the sneaker market alternated between Nike and Reebok. While the Swoosh of course had the Jumpman, Reebok got its first signature athlete in Shaq followed by Allen Iverson.

Armato was there through the first half of Shaq’s Reebok journey. According to him, he wanted to make Reebok Nike’s biggest rival again. He’s following the Nike playbook of retro-releasing the Shaq Attaq and the popular editions of The Answer. He’s bringing back more of Reebok’s greatest hits while his secret plans are underway.

Very soon, O’Neal will relaunch Reebok with grandeur, supposedly with a new basketball line. But an evil genius doesn’t reveal their plans early. Just know it’s as larger-than-life as the Prez himself.

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