Shaq takes the podium as president of Reebok basketball

The Future. NBA Hall of Famer Shaquille O’Neal is joining Reebok’s executive roster, captaining the company’s basketball division. It’s not only a headline-grabbing play by Reebok that could translate to transformative change, but it’s also another example of top sports players joining the corporate class as part of their second acts… which may soon become a rite of passage for famous personalities looking to flex their skills even after they’ve retired from the field or court.

Celebrity C-suite
Reebok has cast its vote — “Shaq for president!”

• Shaq has been named president of Reebok’s basketball division, where he’ll be focusing on overall basketball strategy, product development, brand partnerships (like more with MSCHF), player development, and building player organizations.
• Also, Allen Iverson, another legendary Reebok-wearing player, will be VP, tasked with player recruitment, athlete activations, and “building grassroots and community-based initiatives.”
• The division plans to launch a performance product next year and an official consumer launch in 2025.

Shaq has a long history with Reebok, signing with the famous footwear brand in 1992 during his rookie NBA season with the Orlando Magic. He went with Reebok over other brands because they offered him his own shoe line — which became a bestseller.

Now an accomplished businessman and investor, Shaq is the second-largest individual shareholder in Authentic Brands Group, which bought Reebok from adidas for $2.5 billion after the company couldn’t revive its struggling fortunes. To be fair, Reebok isn’t what it used to be, which is exactly why Shaq and Iverson feel compelled to trade in their jerseys for suits (but keep their sneakers on).