23-05-2025
'These youngsters are crazy' — Shaquille O'Neal taps son Shareef to bridge gap between Reebok and a new generation of athletes
(Image Source - Getty Images)
Shaquille O' Neal discovered a brand that had lost relevance in the contemporary footwear scene when he returned to Reebok as the President of Basketball in 2023 Shaq looked to his son Shareef O' Neal, who understands younger audiences well, to appeal to them.
Together, they are writing a fresh story for Reebok that combines heritage with innovation to appeal to modern athletes and supporters.
Shareef O'Neal's Role in Reebok's Revival
Shareef O'Neal was vigorously pursuing his basketball career with the G League's Stockton Kings in 2023 when his father made a big ask. Shaq asked Shareef's opinion on current trends in order to modernise Reebok's brand for younger consumers. Co-designed by Shareef, this partnership produced the first performance basketball shoe in more than ten years, "Engine A."
WNBA standout Angel Reese donned the sneaker for her 'Barbie Night' game, thereby highlighting Reebok's dedication to blending performance with modern fashion on the court.
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Shareef's role went beyond design; he was really into promoting the brand by attending games and cheering for athletes like Reese. His engagement was a strategic effort to link Reebok with the values and interests of the youth, ensuring the brand remained important in a competitive environment.
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Realizing the value of strong athlete collaborations, Shaquille O'Neal and Allen Iverson, Reebok's VP of Basketball, signed Angel Reese as the brand's inaugural NIL athlete in 2023.
Reese, a remarkable player from LSU and currently with the Chicago Sky, reflects the brand's renewed commitment to individuality and passion.
Her work with Reebok includes the "Reebok by Angel" collection, and she's on track to release her own signature shoe in 2026, marking a major achievement for her career and the brand's development.
The upcoming Netflix docuseries, "Power Moves with Shaquille O'Neal," which premieres on June 4, 2025, tells the story of Reebok's comeback. It provides a behind-the-scenes look at the strategic moves and collaborations that are helping the brand bounce back. Viewers will get to see how Shaq and Iverson tap into their legacies to restore Reebok's status in basketball, while also shining a light on new talents like Shareef O'Neal and Angel Reese in this exciting phase.
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Shaquille O'Neal's effort to breathe new life into Reebok highlights how crucial it is to connect different generations through teamwork and fresh ideas. By bringing his son Shareef on board and teaming up with up-and-coming talents like Angel Reese, Shaq is paying tribute to the brand's rich history while also setting the stage for its future in the ever-changing world of sports and fashion.
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