NBA legend Shaquille O’Neal has made a return to the multimillion-dollar company, Reebok, after a 25-year hiatus. The story behind this remarkable reunion begins with a heartfelt plea from a mother that led him to part ways with Reebok in the 1990s.
This recent homecoming symbolizes more than just a return to a lucrative endorsement contract; it signifies the enduring partnership between a renowned athlete and a prominent sportswear company. Shaq’s comeback to the Reebok brand marks an exciting new chapter in both his basketball legacy and his status as a global sports icon.
Shaquille O’Neal returns to Reebok
Shaquille O’Neal has returned to Reebok as President of Basketball, alongside basketball legend Allen Iverson, who takes on the position of Vice President of Basketball. The announcement comes as Reebok works to rebuild its image in team sports after leaving Adidas and being acquired by Authentic Brand Group for $2.46 billion in 2022. Reebok plans to return to basketball full-time in early 2025.
NEW: After 25 years, Shaquille O'Neal is returning to Reebok — as the brand's new President of Basketball.
— Front Office Sports (@FOS) October 12, 2023
Allen Iverson has been named Reebok's new Vice President of Basketball. pic.twitter.com/zv6DeIdldO
O’Neal’s relationship with Reebok began in 1992, when he debuted the brand’s first signature shoe, the Shaq Attaq line. However, an incident in which a fan accused him of overcharging young admirers for his shoes caused him to leave Reebok. Recognizing the veracity of her remark, Shaq left Reebok the next day and started his own company to provide more cheap shoe options.
Shaq will guide strategy, alliances, and relationships with athletes and organizations to revitalize the Reebok basketball brand in his new role, marking a crucial chapter in his storied history with the sportswear company.
Shaq revealed the reason for walking away from Reebok
Shaquille O’Neal’s spectacular basketball career includes 15 All-Star selections, 14 All-NBA nods, the 1993 Rookie of the Year, the 2000 MVP, four NBA championships, and three Finals MVPs. His influence, however, is not limited to the court; his acute economic acumen has contributed greatly to his wealth.
O’Neal made more than $286 million during his playing career, and he now has a net worth of more than $400 million. However, as a reflection of his ideals, he does not always prioritize wealth.
O’Neal recalled a 1998 incident in which he declined a potential $40 million deal with Reebok after hearing a mother’s complaints about pricey sneakers. Her words touched him, and he decided to break associations with Reebok, eventually creating his own shoe company in collaboration with Walmart.
Allen Iverson on his new role as VP of Reebok Basketball:
— Nice Kicks (@nicekicks) October 12, 2023
For @shaq and me who both joined the brand at a young age in the 90’s, to growing into longtime brand partners, to now having a real seat at the table – it's special. It’s a great moment for us, it’s a great moment for… https://t.co/5RLe7tEPp4 pic.twitter.com/XOw7anwWzF
O’Neal’s business effort wasn’t just about making money; it was also about guaranteeing that young fans had access to affordable shoes.
