Reebok, the brand that once dominated the basketball world, is making a comeback with Shaquille O'Neal and Allen Iverson.

In 2023, O'Neal was named president of Reebok Basketball and Iverson was named vice president. O'Neal will be responsible for attracting players to the brand and growing the basketball business.

Reebok was reportedly acquired by Authentic Brands Group (ABG) from Adidas in 2022 for $2.5 billion. O'Neal believes that now is the perfect time for the brand to make a comeback in the NBA.

"Now we definitely want to get back and fight for what was once ours," O'Neal said in an interview with Complex reporter Ben Feldstein. I remember when we were either one or the other, no matter who you told," O'Neal said in an interview with Complex reporter Ben Feldstein. So to get us back in that position, we're going to have a high-performance product in '24 and then in '25."

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In 1992, O'Neal became one of the first big-name players to choose Reebok as his official sneaker. He then starred in a 1993 Super Bowl commercial alongside Bill Russell, Wilt Chamberlain, Kareem Abdul-Jabbar and Bill Walton.

Other NBA stars such as Shawn Kemp joined O'Neal and Iverson in the 1990s and early 2000s.

O'Neal said the company wanted to recruit players who were instantly recognizable, those who had the "it" factor.

"It's really hard to explain," O'Neal said." For example, you look at Allen Iverson. When he first got here, he was the guy. He just had that 'it' factor. You look at Shaq, a skinny guy, he had that 'it' factor when he came on. So we will be looking to make some impact in other sports, whether it's men, women or influencers. Again, as the new President of Basketball Operations, I look forward to that opportunity.

Reebok's return in basketball is highly anticipated by fans and players alike. With O'Neal and Iverson at the helm, the Reebok brand is well positioned to regain its footing in the marketplace.

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