Shaquille O’Neal Talks Reebok’s Basketball Comeback as Angel Reese’s AR1 Shoes Take Center Stage
Shaquille O’Neal, one of the most dominant figures in NBA history, is once again making headlines—but this time off the court. As president of Reebok’s basketball division since October 2023, Shaq has been steering the brand toward a comeback, enlisting fellow NBA icon Allen Iverson as vice president and placing rising WNBA star Angel Reese at the forefront of the company’s efforts. According to Shaq, the strategy appears to be paying off.
Reebok, which dominated the basketball shoe market in the 1990s thanks in large part to Shaq’s immensely popular Shaq Attaq line, had faded in influence after he left the company in 1999. Frustrated by a controversy surrounding the price of his sneakers—a mother complained that the shoes were too expensive for her child—Shaq pivoted to producing more affordable models sold at retail chains like Walmart. Two decades later, he has returned, motivated not only by nostalgia but also by his position as one of Authentic Brands Group’s largest shareholders. When ABG acquired Reebok from Adidas in 2022, Shaq was already part-owner, making his transition to president a natural extension of his longstanding relationship with the brand.
Speaking on Tommy Talks, Shaq shared a cautiously optimistic update on Reebok’s performance under his leadership. While he stopped short of revealing precise sales figures, his remarks hint at positive momentum. “The way my organization is run, no news is good news. So, I haven’t gotten any bad news. So, I would say, yeah,” Shaq stated when asked about revenue growth. He added, “I’m not the micromanaging type. Have we seen an increase in sales? Probably. Not sure. I don’t want to give you any inaccurate information, but I haven’t got any calls from the top people saying ‘Hey, sales are down.’”
Competing against giants like Nike and Adidas is no small feat, especially less than two years into his tenure. Yet Shaq’s strategic appointments and talent selections are helping Reebok steadily regain traction in the basketball market. Angel Reese, already a rising star in the WNBA, has been instrumental to the brand’s revival. Her signature AR1 shoe, retailing at $120, is generating significant buzz and is slated for release on September 18. “The Angel Reese shoe is doing really well. We’re coming out with some new designs. Sold out,” Shaq said, signaling both the commercial and cultural impact of the young athlete’s marketability.
Shaq’s decision to spotlight Reese recalls Reebok’s faith in him decades ago, after Nike had largely overlooked the young Shaq. In both cases, the brand bet on talent that others underestimated, a move that proved fruitful in the 1990s and could do so again in the modern era. But Reebok is not relying solely on Reese to drive its resurgence. The brand is also expanding its NBA presence by signing promising players like Chicago Bulls forward Matas Buzelis, the 11th overall pick in the 2024 draft. These strategic moves indicate Reebok’s broader ambition to reestablish a foothold in professional basketball, bridging generations of talent and leveraging the credibility of former and current stars.
Industry insiders note that Shaq’s leadership style—marked by bold decisions and a hands-off approach to day-to-day micromanagement—may be key to Reebok’s gradual rise. By empowering figures like Iverson and Reese, he fosters a culture that merges experience with youthful energy, an approach that resonates with both longtime fans and a new generation of athletes. The combination of celebrity influence, market insight, and strategic branding positions Reebok as a contender once again, even amid a fiercely competitive landscape.
For Reese, the spotlight is both a challenge and an opportunity. Her performance as the face of Reebok basketball will not only influence her personal brand but could also shape the company’s trajectory in an era dominated by Nike and Adidas. Shaq, ever the mentor, believes she has what it takes to carry the torch forward. His confidence in her potential underscores the cyclical nature of basketball influence: just as Reebok once elevated Shaq to superstar status, it now seeks to do the same for Reese.
As Reebok navigates this ambitious comeback, fans and industry watchers alike are eager to see whether Shaq’s vision will translate into sustained success. With Reese’s AR1 shoes flying off shelves and a pipeline of young talent ready to make an impact, the brand’s future looks promising—provided that momentum is maintained. For Shaq, Iverson, and Reese, the challenge is clear: reinvigorate a storied brand while proving that innovation, star power, and strategic foresight can rewrite the narrative of basketball footwear once more.
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