Reebok
In the beginning of this Millennium, Reebok was a big player as a shoe and athletic brand in basketball. In Shaquille O’Neal and Allen Iverson, they also had two of the most popular players of that generation – if not all-time – as signature athletes.
Throughout the years however, Reebok became pretty much irrelevant in the market, while also being sold to different companies on multiple occasions.
But now, Reebok is trying to move back into the market again, and they’re trying so with the help of their former star athletes. Both Shaquille O’Neal and Allen Iverson are coming back to Reebok, this time to fulfill newly created management positions.
O’Neal will serve as president of basketball, with Iverson as his vice president. Speaking to Boardroom, Reebok CEO Todd Krinsky shared some insights:
“Being at the company for such a long time, one of the things I’m most proud about, is a lot of brands have relationships with their athletes and endorsers. Usually they’re giving them product in perpetuity and having them come to events and appearances. With this, we’re actually bringing two of our legacy athletes together and having them be in real management positions within our company. … It’s a new move in our industry that hasn’t been done before.”
