When Shaquille O’Neal returned to Reebok in 2023, not just as a brand ambassador but as the President of Reebok Basketball, it marked a bold attempt to resurrect the iconic sneaker label. His mission was clear-breathe life back into a brand he once wore on the court.
Joining forces with Allen Iverson as VP, Shaq set out to redefine the company’s basketball identity, and his first major move was aligning with a rising star: Angel Reese.
Reese was introduced as the face of Reebok’s basketball revival, fronting campaigns, rocking the Shaqnosis in “Sunset Coral”, and leading the charge on the Engine A launch-Reebok’s first new in-game performance shoe in a decade. “I just want everybody walking down the street in Reebok,” Reese declared in the Power Moves docuseries trailer, a sentiment echoed by Shaq’s endorsement of her as the key to the brand’s comeback. “There is no one making a bigger impact on the game right now than Angel Reese,” he said.
But beneath the surface of this polished partnership, tension has begun to show.
Controversy and rivals put Shaq and Reese’s bond to the test
An awkward exchange between Shaq and Reese during an episode of Unapologetically Angel raised eyebrows.
While the setting was meant to highlight their shared vision, Shaq‘s repeated remarks about Reese’s attire on Wild ‘N Out-specifically her “little ass shorts”-caught fans off guard. His attempts to spin the moment into marketing strategy didn’t land well, and though Reese laughed it off, many viewers called his comments “creepy” and “disappointing.” She hasn’t addressed the incident publicly, but it created an uncomfortable narrative around their dynamic.
Adding to the friction is Shaq‘s recent praise of Caitlin Clark, Reese‘s longtime collegiate rival. “I never spoke about her before because Angel is my girl… but Caitlin Clark is for real,” Shaq said on the same show.
While his words may have been genuine admiration, the timing and delivery stoked speculation that the Reebok relationship could be shifting-and not necessarily in Reese‘s favor.
Though Reebok continues to benefit from Reese‘s star power, the brand’s future positioning is uncertain. Nike, struggling with a major downturn and a sharp drop in its stock and market cap, remains closely tied to Clark. Meanwhile, Reebok has momentum, with Reese helping drive relevance through culture and performance. Her exclusive colorways and growing platform make her invaluable.
Still, with public missteps and the growing presence of other stars like Clark, Shaq may be forced to carefully navigate how he supports Reese moving forward.
Their connection has played a major role in Reebok’s revival-but if mishandled, it could also become its biggest challenge.
Read the full article here
