Lakers News: Ahead Of Rebrand, Reebok Announces Shaquille O’Neal As President Of Basketball

A former member of your Los Angeles Lakers is making waves once again, as big man Shaquille O’Neal has been named as the President of Basketball for Reebok as they make a forward-thinking brand pivot. O’Neal was the first signature athlete in the history of Reebok (you may remember this Reebok ad from back in his Orlando Magic days, featuring Shaq alongside some other legendary Lakers centers), and now he makes a full-circle swing back to them.

BREAKING: NBA icon Shaquille O’Neal is being named President of Reebok Basketball — ahead of category re-launch in early 2025.

Full story with insight from @Shaq, Reebok CEO Todd Krinsky & @AuthenticBrands President Nick Woodhouse on @Boardroom:https://t.co/6rhLLovxVG pic.twitter.com/sRFzRVxY66
— Nick DePaula (@NickDePaula) October 12, 2023

Reebok wanted to re-establish itself within the basketball world, and they believe this rebrand will do just that. Having O’Neal with them should only help things, and it could see the company take off.

“We just want to do things differently,” O’Neal told Boardroom. “That’s what we were best known for back then and what we want to stay true to now.”

Per Shaquille O'Neal via Boardroom

O’Neal will be helping with player recruitment and business development for the company as his main role. He is great at creating relationships with players, so this is a big get for Reebok.

The former Lakers big man wants to create an impact for others in the same way that Reebok did for him, and he believes this new role will help with that.

“A big part of my role will be leveraging my network to build bridges, connect the brand with players, and help those players develop through their partnership with Reebok,” O’Neal added.

Per Shaquille O'Neal via Boardroom

In addition to O’Neal, the company also is bringing on former All-Star Allen Iverson as well. He will take over as the Vice President, and work in more of the community grassroots initiatives.

This is a big move for Reebok, and it should hopefully help them get back on top of the sports world. The company has seen some changes over the years, but this move has everything in place to help them going forward.

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