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Shaquille O’Neal and Allen Iverson, former NBA rivals, now lead Reebok Basketball as president and vice president. “Power Moves” documents their efforts to revive the iconic brand.
Shaquille O’Neal and Allen Iverson (AP)
Shaquille O’Neal and Allen Iverson, who once faced off in the 2001 NBA Finals, are now teaming up to rejuvenate the Reebok brand they helped make famous.
In the new Netflix docuseries, “Power Moves,” which premiered this week, the Hall of Famers trade their jerseys for executive roles. O’Neal steps in as president of Reebok Basketball, while Iverson takes on the role of vice president. This six-episode series provides a behind-the-scenes glimpse into their efforts to spark a cultural comeback for the iconic sneaker company.
O’Neal, at 7-foot-1, views himself as the spokesperson for today’s big men. However, he acknowledges that reaching the dynamic, gritty guards of this generation is best suited to the 6-foot Iverson, whose ’90s signature shoes remain popular among sneaker enthusiasts.
“I didn’t build Reebok all by myself,” said O’Neal, who claimed three consecutive NBA titles with the Los Angeles Lakers and another with the Miami Heat. He signed with Reebok in 1992 and popularized the brand with his first signature shoe, the Shaq Attaq.
Iverson’s signature shoes, The Question and The Answer, were top sellers in the industry. He secured a lifetime endorsement and marketing contract with Reebok in 2001.
“I needed A.I. to be vice president because if you’re a guard, you want to see a legendary guard,” O’Neal said. “I wanted to do a show that’s not scripted. Not polished. I wanted it to be real work.”
Iverson described documenting his role in revitalizing Reebok as a “full circle moment,” especially working alongside O’Neal, whom he affectionately calls “big bro.”
“I get the honor of doing this with (Shaq), having a relationship with him,” said Iverson, the former Philadelphia 76ers guard who was an 11-time All-Star and won the league’s MVP in 2001—the same year O’Neal and Iverson competed in the NBA Finals. Iverson was known for being an undersized guard with an oversized heart.
“The things I learn from him—on and off the court. He’s just a beautiful person,” Iverson said of O’Neal. “He owns up to his mistakes. The way he treats his mom. All of that reflects who I am. That makes this special.”
Reebok, founded in 1895, became a household name in the early 1990s, thanks to Boston Celtics guard Dee Brown and his iconic Pump sneakers. The brand soared from there, securing major deals with O’Neal and Iverson, partnering with the NFL, NBA, NHL, and MLB, and even venturing into hip-hop with signature lines for Jay-Z and 50 Cent’s G-Unit.
(with agency inputs)
After training in the field of broadcast media, Siddarth, as a sub-editor for News18 Sports, currently dabbles in putting together stories, from across a plethora of sports, onto a digital canvas. His long-term…Read More
After training in the field of broadcast media, Siddarth, as a sub-editor for News18 Sports, currently dabbles in putting together stories, from across a plethora of sports, onto a digital canvas. His long-term… Read More
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