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Shaquille O'Neal and Allen Iverson Become Presidents of Reebok's Basketball Division

Reebok made a slam dunk move by naming two basketball legends, Shaquille O’Neal and Allen Iverson, as the heads of its basketball division. As revealed on Wednesday, O'Neal has taken on the role of President of Basketball, with Iverson stepping in as the Vice President.

Both O’Neal and Iverson aren’t strangers to the Reebok brand. Their association dates back decades. O’Neal started his journey with Reebok in 1992, before his iconic rookie season. This deal birthed his signature shoe and several memorable advertising campaigns that solidified Reebok's status in the basketball world. Conversely, Iverson inked his contract with the brand in 1996, setting off a long and prosperous partnership.

Once a major player in the basketball space, Reebok has lost its market share to other brands and hopes this new appointment can help steer the ship in the right direction. O’Neal, a partner in Authentic Brands Group and its second-largest individual shareholder, was a vocal advocate for Authentic's acquisition of Reebok from Adidas in 2022.

As the new President of Basketball for Reebok, O’Neal has a clear vision. He isn't just a titular figure; his role is hands-on and holistic. From product creation and marketing to overseeing player recruitment and striking deals for the brand, Shaq is in the thick of it all. In a report from WWD, Todd Krinsky, CEO of Reebok, mentioned, "This is not a figurehead role. He has a lot of ideas and some things he has strong conviction on."

O’Neal’s primary focus is player recruitment. And he’s not just looking at top-tier professionals. From college players to high school prospects, both male and female, O’Neal has his sights set on young, budding talent. The goal isn't merely to find good basketball players but to discover brand ambassadors who resonate with the vision of Reebok.

Iverson, a pivotal figure in basketball and a cultural icon, will also have a significant role in driving player recruitment. Beyond that, Iverson’s responsibilities extend to grassroots movements, community initiatives, and athlete activations, highlighting events like the Iverson Classic.

Reebok’s decision to bring in O’Neal and Iverson isn't just a testament to the brand’s commitment to reviving its basketball division and a nod to its rich heritage in the sport. With these two legends at the helm, Reebok is poised once again to make a significant mark in the world of basketball.

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