Shaquille O’Neal is named Reebok’s President of Basketball three decades after first collaborating on a signature shoe… with Allen Iverson joining as VP

Shaquille O’Neal has been named Reebok’s president of basketball more than 30 years after first launching a signature shoe with the brand.

As a member of the Orlando Magic in 1992, O’Neal collaborated with the brand to create the ‘Shaq Attaq’ series.

And with his legendary playing career well behind him, O’Neal will now be ‘tasked with leading the brand’s basketball category strategy and cultivating partnerships with athletes and organizations,’ according to Footwear News.

‘This is not a consulting role,’ Reebok CEO Todd Krinsky told the outlet. ‘This is not a figurehead announcement where we create a cool title and then he goes away and calls me once a while.’

‘He’s committed to how we reenter the basketball community, everything from product to marketing to events. He’s got a sharp point of view on things, but he’s also very collaborative and he’s open minded on how we can reenter.’

Allen Iverson will also take up a role with the company as its vice president 

O’Neal attends the hand printing session for Reebok Classic in 2015 in Seoul, South Korea

O’Neal added, ‘We’re going to bring in a new generation of players who have strong authenticity and passion, or what I like to refer to as the it factor, who can put their own mark on this brand and make it relevant to a whole new generation.’

Reebok was previously owned by Adidas before being bought by Authentic Brands Group for around $2.5billion in 2021.

O’Neal left the company in the 90’s to create his own ‘Dunkman’ brand but recontinued making shoes with Reebok in 2012.

Meanwhile, fellow NBA icon Allen Iverson has also been tapped as the company’s vice president of basketball.

The former Sixers star, who also had a signature Reebok shoe while playing, will ‘drive player recruitment, grassroots and community-based initiatives and athlete activations,’ the company said.

That will include the Iverson Classic high school basketball showcase.