Shaquile O'Neal named President of Reebok Basketball

Reebok, the iconic sports culture brand, has announced the appointment of legendary hall-of-famer Shaquille O’Neal as the President of Reebok Basketball. This move comes as part of Reebok’s strategic shift towards re-emerging in team sports. This is part of the initiative to focus on global performance basketball. With that in mind, ‘Shaq’, as he’s affectionately known by, will take the lead. Might as well take the biggest shot with the largest player.

Legendary

Throughout his storied 19-year career, Shaquille O’Neal left an indelible mark on the ‘big man’ role in basketball, amassing MVP awards and becoming a pop culture icon. His partnership with Reebok started way back in 1992. This marked a pivotal moment for Reebok and evolved into one of the most impactful athlete-brand collaborations in the industry. Together, they introduced the “Shaq Attaq” signature shoe and iconic products like the Shaqnosis, Question, Answer, and the legendary Pump.

President

Reebok’s CEO, Todd Krinsky, expressed his belief that O’Neal can lead the brand back to dominance in basketball. As President of Basketball, O’Neal will guide Reebok’s basketball category strategy and develop partnerships with athletes and organizations to restore Reebok’s position in the sport.

This appointment builds on O’Neal’s success as a brand partner for companies like JCPenney, Papa Johns, and Carnival, showcasing his broad appeal and business acumen. In 2021, O’Neal played a significant role in bringing Reebok into the portfolio of iconic brands owned by Authentic Brands Group. Shaquille’s strategic foresight and connection to Reebok have set the stage for the brand’s resurgence in basketball.

“We’re back, baby! Get ready.”
Shaquile O’Neal, President of Reebox Basketball

Speaking about his new role, O’Neal simply exclaimed, “We’re back, baby! Get ready.” In addition to O’Neal’s appointment, Reebok has named Allen Iverson as Vice President of Reebok Basketball. Iverson is of course a legend and longtime brand partner. Iverson will contribute to player recruitment, grassroots initiatives, and athlete activations. This aims to build on his legacy of influence on and off the court.

Reebok and O’Neal will unveil more details about their basketball strategy as they gear up to return to the court in 2025 and beyond. This partnership signals a new era for Reebok, embracing the brand’s legacy and future potential in the world of basketball.