Shaquille O’Neal Launches Docuseries on Reebok’s Comeback

BOSTON, MA — Shaquille O'Neal‘s production company, Jersey Legends, has partnered with Sony Pictures Television to produce a new docuseries titled “Power Moves.” The six-episode series will stream globally starting June 4, 2025. It offers an inside look at O’Neal’s significant role as President of Reebok Basketball.

“Power Moves” documents O’Neal’s efforts to revitalize the iconic footwear and clothing brand, alongside Vice President Allen Iverson. Filmed at Reebok’s headquarters in Boston and various locations across the U.S., the series chronicles O’Neal and Iverson’s journey to restore the brand’s former glory.

“This isn’t just about sneakers or titles. It’s about showing the work behind building something meaningful,” O’Neal said. He emphasized the importance of strategy, setbacks, and successes in leading a beloved brand. O’Neal’s relationship with Reebok began in 1992, marking one of sports’ most significant athlete-brand partnerships.

Reebok has faced challenges over the years, often losing market share to competitors. Following its acquisition by Adidas in 2005, the company struggled to regain prominence despite its strong brand history. After Adidas sold Reebok to Authentic Brands Group in 2021, O’Neal helped guide the brand’s resurgence.

As part of their comeback strategy, O’Neal and Iverson have signed WNBA star Angel Reese to Reebok’s first NIL deal, aiming to connect with younger athletes. Todd Krinsky, CEO of Reebok, remarked, “This isn’t just a comeback; it’s a cultural movement fueled by passion and purpose.”

The series features insights from O’Neal, Iverson, and executive producers including Colin Smeeton and Mike Parris. Smeeton noted, “This series pulls back the curtain and shows the heart, chaos, and creativity behind this comeback.” Viewers will gain an unprecedented look at the brand’s evolution and the leadership driving it forward.