Reebok Unveils Revival Strategy Led by Shaq and Iverson in Power Moves

Basketball legends Shaquille O’Neal and Allen Iverson, once fierce rivals in the 2001 NBA Finals, are now joining forces off the court to breathe new life into Reebok, the iconic sneaker brand they helped define.

The new Netflix docuseries, “Power Moves”, which premiered this week, offers a behind-the-scenes look at their ambitious mission. O’Neal steps into the role of president of Reebok Basketball, while Iverson takes on vice president duties. The six-episode series chronicles their journey to spark a cultural resurgence for Reebok, a brand with deep roots in sports and streetwear.

Shaquille O’Neal: “I didn’t build Reebok all by myself,” said O’Neal, whose partnership with Reebok began in 1992 with the launch of his first signature shoe, the Shaq Attaq.

O’Neal, who stands 7-foot-1, is determined to represent today’s big men, but acknowledges that Iverson is the perfect ambassador for the new generation of guards. Iverson’s signature shoes, The Question and The Answer, remain staples among sneaker enthusiasts, and his lifetime endorsement with Reebok, signed in 2001, underscores his lasting influence.

Shaquille O’Neal: “I needed A.I. to be vice president because if you’re a guard, you want to see a legendary guard,” said O’Neal. “I wanted to do a show that’s not scripted. Not polished. I wanted it to be real work.”

For Iverson, the opportunity to help revitalize Reebok alongside O’Neal is deeply personal.

Allen Iverson: “I get the honor of doing this with (Shaq), having a relationship with him,” said Iverson. “The type of things I learn from him — on and off the court. He’s just a beautiful guy. He stands up to his faults. The things that he felt he did wrong in life. The way he treats his mom. All that resembles who I am. That makes this special.”

Reebok’s Rise, Fall, and New Vision

Founded in 1895, Reebok became a household name in the early 1990s, thanks to stars like Dee Brown and his iconic Pump sneakers, and later, major deals with O’Neal and Iverson. The brand expanded into partnerships with the NFL, NBA, NHL, MLB, and even hip-hop, collaborating with Jay-Z and 50 Cent’s G-Unit.

However, Reebok’s cultural momentum faded as Nike’s dominance grew, powered by Michael Jordan, Kobe Bryant, and LeBron James. Adidas acquired Reebok in 2006 for $3.8 billion, but the brand struggled to maintain its identity and relevance.

Now, with O’Neal playing a key role in Reebok’s 2021 acquisition by Authentic Brands Group, the focus is on rebuilding.

Shaquille O’Neal: “Now it’s time for us to get Reebok back to prominence,” said O’Neal. “There’s all these competitive brands, which is fine. It makes the job harder. But for me, it’s all about motivation and trying to build.”

Listening to a New Generation

“Power Moves” reveals how O’Neal and Iverson are adapting to the evolving sneaker landscape. The series highlights Reebok’s strategy, including signing rising stars like WNBA sensation Angel Reese to the brand’s first name, image, and likeness (NIL) deal.

A pivotal moment comes when O’Neal’s son, Shareef, helps him understand the preferences of today’s athletes. Initially set on high-top sneakers, Shaq changed course after seeing the popularity of low tops at a massive Amateur Athletic Union tournament.

Shaquille O’Neal: “I had to realize that my way is not always the right way,” said Shaq. “Sometimes, the best way to be an effective leader is listening to the ones who are really in the trenches.”

Paying It Forward

Both O’Neal and Iverson see their new roles as a way to give back to the brand that supported them.

Allen Iverson: “We’re going to show our love to the brand that showed us love,” said Iverson. “We’re putting our efforts into what they did in my life. Reebok took care of my family, my friends, me. It was a power move. We’re here to bring it back.”

As “Power Moves” rolls out, all eyes are on O’Neal and Iverson—not just for nostalgia, but for their vision of Reebok’s future. Their partnership, rooted in mutual respect and a shared mission, could mark the start of a new era for one of sports fashion’s most storied brands.