Shaquille O’Neal, the iconic basketball legend, is making a triumphant return to Reebok, the brand that kick-started his endorsement career 25 years ago. O’Neal will take on the role of President of Basketball at Reebok, with fellow NBA star Allen Iverson serving as Vice President.
This move comes as part of Authentic Brands Group’s plan to revive Reebok as a dominant force in the basketball shoe market after acquiring the brand from Adidas in March 2022 for a staggering $2.46 billion.
Shaquille O’Neal Makes a Triumphant Return to Reebok as President After 25 Years, Reinventing the Game in Footwear Industry
O’Neal’s reunion with Reebok marks a significant milestone in his career, as he played a pivotal role in shaping the brand’s image when he first signed with them in 1992. Now, he aims to bring that same innovative spirit and distinctiveness back to the company. In a statement, O’Neal emphasized the importance of doing things differently, a principle that Reebok was renowned for in the past and one that they aspire to uphold in the present.
NEW: After 25 years, Shaquille O'Neal is returning to Reebok — as the brand's new President of Basketball.
Allen Iverson has been named Reebok's new Vice President of Basketball. pic.twitter.com/zv6DeIdldO
— Front Office Sports (@FOS) October 12, 2023
Reebok’s resurgence has seen the appointment of Todd Krinsky as CEO, a move that brings the brand’s history full circle, as he was one of the co-founders of Reebok alongside O’Neal himself. Additionally, Allen Iverson, another former Reebok athlete, has been named Vice President of Reebok Basketball, further solidifying the brand’s commitment to reclaiming its position as a basketball powerhouse.
As President of Basketball, O’Neal will play a crucial role in recruiting players to join the Reebok family and contributing to the brand’s overall business development. With a net worth of approximately $400 million, O’Neal brings not only his basketball expertise but also his extensive knowledge of the business world.
“One of my main responsibilities will be leveraging my network to establish connections between the brand and players, helping them develop through their partnership with Reebok,” O’Neal stated. It is worth mentioning that O’Neal has been associated with the Authentic Brands Group since 2015, maintaining a strong business partnership with the company, which also manages the estates of iconic figures such as Muhammad Ali and Elvis Presley.
NBA legend’s return to Reebok signifies a new chapter for both the brand and the basketball industry. With his wealth of experience, business acumen, and influential network, O’Neal is poised to make a significant impact on Reebok’s renaissance.
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As the brand continues its journey to reclaim its status as a basketball powerhouse, the world eagerly awaits the innovative and game-changing products that are sure to emerge from this iconic collaboration.