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BRAND STRATEGY

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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Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.