In a game-changing move, Authentic Brands-owned Reebok has appointed basketball legend Shaquille O’Neal as the inaugural President of Reebok Basketball. This strategic decision reinforces Reebok’s commitment to its basketball category and the cultivation of impactful partnerships with athletes and organizations.
Shaquille O’Neal’s longstanding association with Reebok stretches back to 1992, marking the beginning of a remarkable journey. As a rookie in the NBA, O’Neal made waves wearing Reebok, and his relationship with the brand has only deepened over time. Notably, O’Neal has become a significant investor in Reebok’s parent company, Authentic Brands Group, which acquired Reebok from Adidas for a staggering $2.46 billion in 2022. O’Neal’s influence played a pivotal role in this acquisition, making him the group’s second-largest shareholder.
Reebok’s CEO, Todd Krinsky, expressed his enthusiasm for this historic appointment: «We are thrilled to expand our partnership with Shaquille. As an athlete, he has left an indelible mark on both our brand and the global basketball culture. With his profound connection to Reebok and his enduring impact on the game, there is no one better equipped to lead our brand back to its rightful place of dominance in the basketball world.»
In conjunction with O’Neal’s appointment, Reebok has also named Allen Iverson as Vice President of Reebok Basketball. Iverson’s expanded role will focus on player recruitment, grassroots initiatives, community-based programs, and athlete activations.
These strategic moves come on the heels of Reebok’s recent announcement to refocus on team sports and strengthen its global commitment to performance basketball. The stage is set for Reebok’s triumphant return to the forefront of the basketball scene.
