Reebok has announced that Shaquille O’Neal and Allen Iverson, former signature athletes, will be returning to the company to take on new management roles, according to Boardroom.
O’Neal has been appointed as the president of basketball, while Iverson will serve as his vice president. Reebok CEO Todd Krinsky, who joined the company in 1992, the same year O’Neal joined as a rookie with the Orlando Magic, discussed the significance of this move:
“Being with the company for such a long time, one of the things I’m most proud of is that many brands have relationships with their athletes and endorsers. Usually, they provide products and have them attend events and appearances. With this, we are bringing together two of our legacy athletes and placing them in real management positions within our company… It’s a new move in our industry that has never been done before,” Krinsky said.
O’Neal expressed his role in the following way: “A big part of my role will be leveraging my network to connect the brand with players and assist them in developing through their partnership with Reebok,” he told Boardroom.
According to Boardroom, Iverson will focus on player recruitment and will emphasize the brand’s involvement in grassroots and community initiatives, as well as his annual “Iverson Classic” High School showcase game.
