Under the new guidance of Shaquille O’Neal as President of Reebok Basketball, the company lands one of college basketball’s biggest stars and personalities.
As Reebok plans to re-launch its Basketball category in 2024 and beyond, the company has signed LSU center and reigning national champion Angel Reese to a multi-year endorsement deal. Reese marks a new chapter for the brand, which will look to sign additional dynamic endorsers and athletes ahead.
“For my first appointment in this role, it had to be the GOAT,” says President of Reebok Basketball, Shaquille O’Neal. “There is no one making a bigger impact on the game right now than Angel Reese.”
Some thirty years ago, O’Neal also starred at center at LSU, before signing with Reebok in 1992 and launching the company’s first-ever signature shoe, the Shaq Attaq. Angel Reese will begin her partnership with a curated portal of products on Reebok.com, dubbed “Angel’s Picks,” highlighted by a limited-edition t-shirt celebrating the signing.
Together, she and the company are beginning work on her own capsule collection, slated to launch in the Fall/Winter 2024 season. Reese will also provide design input and product feedback on the larger Reebok Basketball re-launch to come in 2025, that will include new performance silhouettes and technologies.
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“I am honored to be working closely with one of my longtime mentors, Shaq, along with a brand that I have admired since I was just a little kid,” Angel Reese said on the occasion. “It means the world to me that they trust in me to extend their legacy to a new generation.”
As Reebok enters new ownership within the Authentic Brands Group portfolio, the company recently announced new executive roles for past brand icons Shaquille O’Neal and Allen Iverson, each of whom secured their spot in the the Naismith Memorial Basketball Hall of Fame along with the 2016 Class.
Last week, O’Neal and Iverson were named to President and Vice President roles, respectively, and are leading distinct strategy initiatives and making key directional decisions for Reebok going forward.
“We’re actually bringing two of our legacy athletes together and having them be in real management positions within our company,” beamed Reebok CEO Todd Krisnky.
The brand’s push towards restoring its presence in the hoops world through irreverent and bold campaigns like the Shaq and Iverson days of old, all leads towards landing Reese as the future face of Reebok Basketball and a natural extension of that approach.
“Angel has this unique mix of unapologetic swagger and style combined with off-the-charts athleticism,” said Krinsky. “Her individuality and personal irreverence are helping transform college sports and inspiring an entire generation. We’re thrilled to be working with Angel and look forward to further imprinting our presence on sports culture, together.”
“Angel is shaking up the space, just like Reebok has done all along,” O’Neal added. “I’m proud to welcome Angel into the Reebok family and can’t wait to see how she will bring the brand’s legacy to the next generation.”
In addition to the brand campaigns and product capsules to come, Reebok and Reese will also team up on initiatives that will benefit her Angel C Reese Foundation, providing resources and access to sports to young girls.
“Together, I think we have a great opportunity to do things differently, to inspire people to explore and express themselves unapologetically, and to show them how to look and feel good while doing it,” Reese said.
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