The sneaker game is about to change forever—and it’s being powered by two of the most legendary names in basketball history. Shaquille O’Neal and Allen Iverson are making headlines once again, but this time, it’s not for their on-court dominance. The NBA Hall of Famers have teamed up off the court to lead Reebok into a bold new era, and fans can now witness every dramatic twist and turn in the upcoming six-episode docuseries Power Moves, premiering globally on Netflix on June 4.
Once hailed as a trailblazing force in athletic apparel, Reebok dominated pop culture throughout the ‘90s and early 2000s. But after years of decline, the brand seemed to fade from the spotlight—until now. With O’Neal stepping into the role of President of Reebok Basketball and Iverson as Vice President, the iconic brand is on a mission to reclaim its cultural throne. And Power Moves offers an exclusive, all-access look into how it’s all going down.
Inside the Rebirth of Reebok: Strategy, Setbacks & Redemption
According to a report by Deadline, the docuseries chronicles the intense journey of transformation led by O’Neal and Iverson. Filmed across the United States and primarily at Reebok’s Boston headquarters, Power Moves delves into the inner workings of Reebok’s revival strategy—one that mixes nostalgia with innovation, legacy with future vision.
“This isn’t just about sneakers or corporate titles,” O’Neal says in the trailer. “It’s about building something that means something. Something that changes lives.”
The docuseries captures the gritty behind-the-scenes work—from marketing brainstorms to game-changing endorsements and youth engagement programs. O’Neal and Iverson’s mission is clear: They’re not just reviving a brand; they’re creating a movement.
Why This Comeback Matters: A Cultural Icon Reawakens
Reebok isn’t just a sneaker brand. For many, it’s a cultural symbol that once defined athletic fashion, streetwear trends, and hip-hop swagger. From Allen Iverson’s unforgettable Answer shoe line to Shaq’s powerful presence as a Reebok ambassador in the early ‘90s, the brand helped shape the identity of a generation.
But despite its historical impact, Reebok hit hard times. In 2005, the company was acquired by Adidas for a whopping $3.8 billion, a move that was supposed to revitalize its market position. Instead, it marked the start of a long decline. Struggling to find its footing in a competitive market dominated by Nike and Adidas themselves, Reebok slowly lost its relevance.
Then came a lifeline. In 2021, Adidas sold Reebok to Authentic Brands Group (ABG)—a company known for breathing new life into legacy names like Brooks Brothers, Forever 21, and Sports Illustrated. Under ABG’s guidance and with the help of O’Neal and Iverson, Reebok began building toward a powerful comeback.
The Signing That Shook the Industry: Angel Reese Joins the Team
One of the docuseries’ most buzzworthy moments is the signing of WNBA superstar Angel Reese to Reebok’s first NIL (Name, Image, and Likeness) deal—a monumental move following Shaq’s appointment. The endorsement signals Reebok’s commitment to diversity, women in sports, and the future of basketball.
Reese, often called the “Bayou Barbie,” rose to fame after leading LSU to a national championship and has become a Gen-Z icon. Her deal with Reebok shows that the brand isn’t just riding on nostalgia—it’s actively investing in the future of sport and culture.
In Power Moves, viewers will get an exclusive glimpse into how this partnership came to be, and how Reese’s star power aligns with Reebok’s fresh direction.
CEO Todd Krinsky: “This Is More Than a Comeback—It’s a Movement”
Todd Krinsky, Reebok’s CEO, emphasizes that the transformation isn’t just cosmetic. “There’s a powerful shift happening at Reebok right now,” he says in the series. “This isn’t just a comeback; it’s a cultural movement, fueled by purpose, passion, and the kind of leadership that inspires real change.”
The leadership of O’Neal and Iverson—two figures who helped define the Reebok brand decades ago—adds authenticity and credibility to this mission. They aren’t hired faces; they’re architects of the new Reebok.
Krinsky credits Jersey Legends, the production company behind Power Moves, for identifying the perfect moment to capture this revival. “What Shaq, Allen, and our team are building is electric, and this series brings viewers inside the heart of it, as it happens.”
Shaquille O’Neal: Reebok’s First Superstar Returns as Its Leader
O’Neal’s connection to Reebok goes back to 1992, when he signed a landmark endorsement deal with the brand just before beginning his NBA career with the Orlando Magic. At the time, Shaq’s partnership was one of the most lucrative rookie sneaker deals in sports history.
Three decades later, Shaq’s journey has come full circle. In Power Moves, he reflects on how Reebok shaped his early career—and how he now plans to shape Reebok’s future.
“I owe a lot to Reebok,” he says. “They gave me my start. And now, I get to help write its next chapter. That’s what Power Moves is really about—legacy, leadership, and lifting up the next generation.”
Allen Iverson: The Soul of Reebok Basketball
If Shaq represents the power of Reebok, Allen Iverson represents its soul. With his rebellious style, raw talent, and cultural influence, Iverson turned Reebok into more than just a sports brand. His Answer and Question shoe lines became instant classics, bridging the gap between basketball and hip-hop.
As Vice President, Iverson brings invaluable insight into youth culture and street credibility. In Power Moves, he talks about inspiring the next generation—not just through performance gear but through purpose-driven branding and storytelling.
“You gotta be real with the people,” Iverson says. “They want authenticity. That’s what we’re bringing back to Reebok.”
What Viewers Can Expect From ‘Power Moves’
From high-stakes boardroom discussions to emotionally charged moments of triumph and struggle, Power Moves offers a raw, unfiltered look at what it takes to rebuild a legacy brand in a modern world. Expect:
- Never-before-seen footage from Reebok’s internal operations
- In-depth interviews with Shaquille O’Neal, Allen Iverson, Angel Reese, and Reebok executives
- Cameos from industry insiders and athletes
- Coverage of key moments in Reebok history and its influence on music, sports, and fashion
- A spotlight on community engagement and youth empowerment initiatives
Why You Should Watch
Whether you’re a sneakerhead, sports fan, or pop culture junkie, Power Moves offers something powerful: a story of redemption, innovation, and cultural leadership. As Shaq and Iverson bring their vision to life, Reebok’s journey becomes more than a brand revival—it becomes a masterclass in influence, inspiration, and identity.
Final Thoughts: Reebok’s Future Is Now
As Power Moves hits Netflix this June, the world will get a front-row seat to one of the most exciting brand comebacks in recent memory. With Shaquille O’Neal’s powerhouse leadership, Allen Iverson’s streetwise authenticity, and Reebok’s renewed commitment to culture and innovation, the brand is poised to make history—again.
So lace up, tune in, and get ready. This isn’t just Reebok’s comeback—it’s their power move.
