Reebok refocuses its strategy through tie-up with basketball legend

By our News Team | 2023

Shaquille O’Neal, former NBA superstar, becomes President of Reebok Basketball and will cultivate relations with athletes and organisations.

In the wake of a decision to refocus its brand strategy on basketball and on team sports, fitness footwear and clothing giant Reebok recently appointed retired NBA superstar Shaquille O’Neal to head up its basketball operations.


Carrying the title of President of Basketball, O’Neal will lead the brand’s basketball category strategy and cultivate partnerships with athletes and organisations in Reebok’s effort to return to its position as a dominant force in the sport.

Brand Strategy

Photo credit: Reebok

O’Neal has previously been involved with the company as a highly successful brand ambassador and is a shareholder in the Authentic Brands Group, the company that bought Reebok from Adidas in 2022. The basketball legend is said to have played an important role in sealing the business deal.


Authentic, which has around 50 brands in its portfolio, said at the time it would be charting a new path for Reebok.


Imprint on the culture of basketball


“We are thrilled to be expanding upon our partnership with Shaquille with this historic appointment. As an athlete, he made an incredible imprint on not only our brand, but the entire sport and culture of basketball,” says Todd Krinsky, Reebok CEO.


“With the combination of his deep-rooted history with Reebok and reigning influence he’s made on the game, there is no one better than this guy to take the helm and lead our brand back to reclaiming its rightful place and dominance in basketball.”


Adds Nick Woodhouse, President and Chief Marketing Officer of Authentic Brands Group, the owner of the Reebok and Shaquille O’Neal brands: “Since acquiring Reebok, we have been steadfast in restoring the brand’s position at the intersection of sports and fashion. This expanded partnership with Shaquille puts Reebok back in the game with a more active position than ever before.”


In addition to owning Shaquille O’Neal’s personal brand, Authentic also owns personal brands for the likes of Muhammad Ali (boxing), Greg Normal (golf), Elvis Presley (entertainer) and Marilyn Monroe (Hollywood actress).


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