by Edwian Stokes
Could 16, 2026
The NBA nice was named president of Reebok Basketball in 2023
Reebok, one of the nation’s most recognizable sneaker manufacturers, is experiencing a cultural resurgence because of NBA veteran Shaquille O’Neal, in line with Yahoo Finance. O’Neal is the corporate’s first-ever president of Reebok Basketball. Along with his function, O’Neal is the second-largest particular person shareholder in Reebok’s mum or dad firm, Genuine Manufacturers Group.
Genuine Manufacturers Group finalized its $2.5 billion acquisition of Reebok from Adidas in March 2022. Reebok is considered one of many long-standing American manufacturers in its portfolio, resembling Brooks Brothers, Champion, GUESS, Juicy Couture, and Fast Silver.
O’Neal was named president in 2023. Later that yr, the corporate signed then-LSU girls’s basketball star Angel Reese to Reebok’s first NIL deal. Reese’s signing led “a shift towards youthful, culturally related athletes to compete with Nike and Jordan Model.”
O’Neal advised Yahoo Finance the resurgence of Reebok is “enjoyable.”
“We do an exquisite job of content material,” Shaq mentioned. “We’re very cautious of the gamers we choose. One among our first alternatives was Angel Reese … Her shoe has simply been bought out.”
O’Neal, who is not any stranger to company pitching, expressed that he enjoys reintroducing the model to a youthful viewers:
“I take it private. I’ll go to a child [and they’ll say] ‘oh, I by no means heard of Reebok. Nicely you realize who Allen Iverson is? ‘oh the A.I.’s’ these are Reeboks, …attempt to reintroduce Reebok to the youth…”
Jamie Salter, the CEO of Genuine Manufacturers, credit O’Neal’s sureness in revitalizing Reebok: “[Reebok] obtained out of sport, and Shaq’s like ‘Jamie, we’re going to get into this, and we’re going proper again into sport.”
After an inside scan of the opposite corporations within the Genuine Manufacturers portfolio, Salter mentioned, “60 p.c of the enterprise is classics, it’s vogue.”
O’Neal was unswayed, telling Salter, “You take care of that piece of the puzzle, I’ll take care of the sports activities aspect.”
Salters admits O’Neal’s evaluation was right.
“Certain sufficient, we’re again in basketball, we’re again in soccer, we’re again in soccer…so we’re getting again to the roots of the place Reebok began,” Salter added.
In line with Yahoo, O’Neal has been the general public face of the “Return of the Classics” marketing campaign, reproducing traditional“silhouettes” like the Shaq Assault and Iverson’s signature shoe, the Query.
“We simply do issues which can be very, very strategic,” O’Neal added. “We’ve doubled in enterprise and we plan on persevering with to develop.”
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