Angel Reese‘s gamble on leading a brand revival instead of joining an established roster paid off Friday when her signature shoe sold out across all three colorways within 24 hours.
The Angel Reese 1 debuted to overwhelming demand, validating both her star power and Reebok‘s bet on building their basketball relaunch around the WNBA standout.
The immediate sellout caps a journey that began with private conversations between Reese and Shaquille O’Neal, who serves as Reebok‘s president of basketball alongside vice president Allen Iverson.
O’Neal saw in Reese the rare combination of talent, personality, and cultural impact needed to anchor a historic brand comeback.
“Angel represents everything this new era of Reebok basketball is about – power, confidence, and impact on and off the court,” O’Neal said. “She’s a competitor, a leader, and she’s unapologetically herself.”
Reese became Reebok‘s first major signing under O’Neal‘s administration when she inked a multiyear NIL partnership on October 17, 2023.
Taking ownership of the partnership
But the deal didn’t happen quickly or easily. Before committing, Reese demanded comprehensive access to Reebok headquarters, meeting everyone from CEO Todd Krinsky to the heads of product and community initiatives.
She wanted to understand the infrastructure supporting her before attaching her name to the revival effort.
“I chose Reebok. … I wanted to be that [face],” Reese said of her desire to lead a brand relaunch rather than simply joining a crowded roster.
That hands on approach continued after signing. Reese worked directly with teams led by Portia Blunt, the vice president of apparel and product, to develop the roadmap for her “Angel’s Picks” curated portal and plan her future signature shoe line.
Krinsky, a 30-year veteran of the brand, called Reese their “top pick” because her swagger aligned perfectly with the company’s mission to reclaim relevance in basketball footwear.
The partnership moved quickly once the framework was established. Reebok released the “Reebok by Angel” collection in August 2024, testing the market’s appetite for Reese branded products.
The positive response led to a signature shoe contract extension just two months later, accelerating the timeline for her first sneaker.
A successful launch for Reebok
Friday’s launch proved the strategy worked.
The Angel Reese 1 dropped in three distinct colorways, and every major release reportedly sold out within 24 hours of hitting the digital marketplace, according to CBS Sports.
The commercial success immediately established Reese as a legitimate sneaker draw, putting her in rare company for women’s basketball players who can move product at scale.
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