Shaquille O’Neal Leads Reebok’s Charge in Basketball Market

CHICAGO, Illinois — Former NBA star Shaquille O’Neal has taken on a pivotal role at Reebok as the president of Reebok Basketball, aiming to reshape the brand’s presence in the competitive sneaker market.

O’Neal, who previously held a signature shoe deal with Reebok, returned to the company in 2023. He shared insights gained from his experience in basketball when discussing strategies to attract young talent. During a recent debate with his son, Shareef O’Neal, and Reebok’s marketing manager, he emphasized that signature athletes are key to their recruitment efforts.

“When we make the shoe, I can guarantee it’s going to be on the shelf. Nike can’t do that,” O’Neal said on Netflix’s show, Power Moves. He pointed out the challenge players face in getting signature shoes, which have traditionally been reserved for a select few superstars and heavily regulated by Nike.

Reebok seeks to change this dynamic. O’Neal stated that Reebok has the resources to guarantee signature sneakers for young athletes, positioning the brand as a viable alternative to established giants like Nike and Adidas. The company aims to build a roster of talent by offering them opportunities that might not be available elsewhere.

In addition to its men’s roster, which includes 2024 NBA draft pick Matas Buzelis, Reebok has made notable strides in women’s basketball. Players like Angel Reese, Lexie Brown, and DiJonai Carrington have also signed with Reebok.

As part of its rebranding efforts, Reebok has signed Nate Ament, a projected top pick in the 2026 NBA Draft. While the company has significant challenges ahead, O’Neal’s leadership marks a promising shift towards reclaiming its status in the sneaker industry.