In a bold move that blends nostalgia, culture, and business acumen, two basketball legends—Shaquille O’Neal and Allen Iverson—have returned to the brand that helped define their careers. But this time, they’re not lacing up sneakers—they’re calling the shots.
Shaq has stepped in as President of Reebok Basketball, while Iverson serves as Vice President. Together, they’re leading a full-scale revival of Reebok, a brand once synonymous with street culture and NBA swagger.
More than a brand comeback, this is a masterclass in entrepreneurship, ownership, and strategic leadership.
Reebok’s influence peaked in the ‘90s and early 2000s with products like the Shaq Attack and The Answer lines. But in recent years, the brand has worked to reclaim its footing in a crowded sneaker landscape. In 2021, Authentic Brands Group acquired Reebok—and with that acquisition came a vision for rebuilding from within.
Rather than relying on athlete endorsements, Reebok is now driven by athlete entrepreneurs—individuals who understand both the culture and the business.
Shaquille O’Neal’s evolution from NBA star to global business mogul is well documented. From investing in franchises and tech startups to launching his own product lines, Shaq has shown how athletes can turn influence into infrastructure.
Now, as President of Reebok Basketball, he’s leveraging decades of business experience to rebuild the brand through athlete partnerships, strategic marketing, and community-driven campaigns.
In Netflix’s Power Moves with Shaquille O’Neal, viewers see the behind-the-scenes strategy, from reimagining shoe designs to aligning Reebok with modern creators. Shaq isn’t just back at Reebok—he’s building the next phase of its legacy.
Allen Iverson, a cultural icon known for reshaping basketball both on and off the court, brings a different kind of leadership to Reebok. With a lifetime contract already in place, Iverson has always had a deep connection to the brand.
Now, as Vice President, his focus is on storytelling, product development, and bridging generations. Iverson understands the value of authenticity in a market saturated with fast trends. His presence helps Reebok reconnect with its original fanbase while mentoring young athletes and entrepreneurs who see themselves in his journey.
Power Moves, the Netflix docuseries following their return to Reebok, offers more than entertainment—it’s a real-world look at business development, team building, and brand strategy.
The series demystifies the business process and shows how former athletes can shift into boardroom leadership without losing cultural relevance. It’s about using your name and network not just to endorse, but to own and operate.
Shaquille O’Neal and Allen Iverson are redefining what it means to be a retired athlete in 2025. They’re not just building a brand—they’re creating a movement rooted in ownership, equity, and entrepreneurship.
Their leadership at Reebok signals a powerful shift: athletes are no longer waiting to be offered deals—they’re making them.
For aspiring entrepreneurs, especially those from underserved communities, their journey is proof that you can go from the court to the C-suite, and that the most valuable legacy is one you lead yourself.
💡 Key Lessons for Entrepreneurs:
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Influence is only as powerful as the business structure behind it.
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Authenticity is still your greatest asset in branding.
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Strategic partnerships can breathe new life into legacy brands.
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Leadership isn’t just about titles—it’s about building something that lasts.
Source: https://wakehustleandgrind.com/reeboks-revival-shaquille-oneal-and-allen-iverson-lead-a-cultural-comeback/
