Shaquille O’Neal and Allen Iverson’s Takeover of Reebok Basketball Is Getting a Docu-Series
A behind-the-scenes look at Shaquille O’Neal and Allen Iverson‘s work at Reebok is coming to Netflix soon.
Reebok has released the trailer for “Power Moves,” a Netflix documentary series on the brand’s comeback efforts. Chief operating officer Todd Krinsky will appear in the series, as will Reebok athletes including Angel Reese.
O’Neal and Iverson, both of whom were signed to Reebok as players, were named president and vice president, respectively, of Reebok Basketball in October 2023. The trailer shows the two during the development process for the Engine A, the brand’s first basketball sneaker in more than a decade, as well as their efforts to recruit a new generation of Reebok athletes.
Reese, Reebok’s marquee star and the Style Influencer of the Year for the 2024 FN Achievement Awards, gets ample screen time. And we even see Reebok’s efforts to poach Shai Gilgeous-Alexander, who ultimately resigned with Converse, became its creative director for Basketball and will see his debut signature sneaker, the Shai 001, release in the fall.
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“I know it’s not going to be easy relaunching Reebok,” O’Neal said. “We’re going up against some major brands, however, we on your ass.”
Iverson signed a lifetime deal with Reebok in 2001 following his initial five-year contract with the brand. In 1998, O’Neal ended his initial deal with Reebok and pivoted to make his own line of more affordable sneakers. More than 20 years later, he’d rejoin the company to lead its entire basketball division.
Reese signed with Reebok in the same month Iverson and O’Neal’s roles were announced, a move Shaq credited to Portia Blunt, Reebok senior vice president of Global Product.
“I wish I could take all the credit. It was one of my favorite people in the office,” O’Neal said last fall at the Black Footwear Forum. “She says, ‘You have a relationship with Angel, we should sign her.’ Basically, I did what she said. I called Angel, Angel was interested. I said, ‘Angel this is Portia. Portia, this is Angel.'”
Late last year, Reebok entered into a new deal with the WNBA to become an authorized footwear partner.
Ian Gelfand is the showrunner for the documentary series, and it’s been executive produced by O’Neal, Colin Smeeton, Mike Parris, Eli Holzman, Aaron Saidman and Jamie Renberg.
“Power Moves” will release in full June 4 on Netflix.
