Reebok Wants Back Into The Conversation
Written by Jade McCrary
In the 1980’s Reebok was a top athletic footwear brand competing heavily against Nike for the number one market share in shoe sales. As we’ve all seen, Reebok fell down the rankings, but with the newest leadership hires and NIL collaboration - it’s safe to say Reebok is eager for a comeback.
Shaquille O’Neal was recently named the President of Reebok Basketball and Allen Iverson as the Vice President. Together they will relaunch Reebok Basketball in 2025, drive player recruitment, grassroots & community-based initiatives and athlete activations, such as the Iverson Classic high school basketball showcase.
O’Neal and Iverson are no strangers to working with Reebok. Shaq was the first athlete to have a signature shoe by Reebok, Allen Iverson has a lifetime endorsement and marketing contract with Reebok. Together, they can make an impactful duo with their knowledge of basketball, basketball culture and their passion for the brand.
Their first move was to recruit LSU’s Angel Reese as Reebok’s first major NIL athlete. There is no one making a bigger impact on the game right now than Angel Reese.
It’s surprising that she didn’t already have an official apparel or shoe brand sponsor considering she is also a fashion icon.
This is a perfect move for Reebok to get into the conversation for NIL, basketball and fashion. Since Reese and LSU’s women's basketball team won the National Championship in April, Reese’s platform has become extremely valuable, which drove her to be one of the top 10 highest earning NIL athletes. Together Reese and Reebok will create a capsule collection that will launch during the back half of 2024. She will also give her input on product designs and provide feedback for the relaunch of Reebok Basketball in 2025.
Reebok’s business savvy moves can’t stop here if they want to be a top athletic footwear and apparel brand. Too many of its competitors are eager to gain more relevancy in sports, as well. New Balance began its push in 2018 by signing some major athletes. U.S. Open Champion Coco Gauff, 400m hurdles Olympic Gold Medalist Sydney McLaughlin-Levrone and NBA small forward Kawhi Leonard are a few of New Balances’ athletes.
Puma signed Jay-Z as their Head of Basketball and signed DeAndre Ayton to push their basketball presence.
What’s important is how Reebok will activate their collaboration with Angel Reese and future stars and athlete’s they may collaborate with. The activations need to be authentic, unique, and make an impact on the sports community.
“Your setback is just a setup for your comeback.” - Steve Harvey