Shaquille O’Neal, who took over as president of Reebok’s basketball division in October 2023, appointed Allen Iverson as his vice president. The two NBA superstars, working to reignite the fire in Reebok basketball, made Angel Reese the face of the division. And things are moving up, revealed Shaq.
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Reebok was the second largest market share holder for basketball back in the 1990s, with Shaq driving the revenue with his Shaq Attaq line. He left the company in 1999 after a kid’s mother complained about the price of his shoes. It led to Shaq making affordable sneakers that he sold at retail chains like Walmart.
After more than two decades, Shaq felt the need to make a return to the brand that believed in him at the start of his career. The fact that he’s also one of Authentic Brands Group’s largest shareholders helps, given that they acquired Reebok from Adidas in early 2022. So Shaq, even before becoming its president, was already a part-owner of the company.
O’Neal opened up about how Reebok has been doing ever since he took the reins. He did not reveal any sales figures, but his words are bound to get the Reebok basketball fans optimistic.
“The way my organization is run, no news is good news. So, I haven’t gotten any bad news. So, I would say, yeah,” said Shaq on Tommy Talks, when he was asked if he had seen any increase in revenue.
“I’m not the micromanaging type. Have we seen an increase in sales? Probably. Not sure. I don’t want to give you any inaccurate information, but I haven’t got any calls from the top people saying ‘Hey, sales are down,’” added the Lakers legend.
Competing with Nike and Adidas is no small feat. To do so after less than two years as president is quite the accomplishment. Reese can be credited with a fair bit for this gradual rise. Her AR1 shoe is already making waves.
“The Angel Reese shoe is doing really well. We’re coming out with some new designs. Sold out,” said Shaq. The AR1, which retails for $120 a pair, is slated to be released on September 18.
O’Neal’s belief in Reese‘s potential to carry the torch forward reminds us of the way Reebok believed in Shaq in the 1990s after Nike failed to do so. Reebok has not placed all its bets on just AR1, though.
Chicago Bulls forward Matas Buzelis, who was drafted 11th overall in 2024, has also signed with the brand. So, Reebok is slowly getting into the NBA landscape as well, betting on young and promising talents.
