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Reebok has been one of the world's most prestigious sports brands, especially in footwear. It has had a prominent presence in sports such as basketball, track and field, American football, baseball, hockey, and fitness, and even celebrities have their own signature models. In 2006, Adidas acquired the brand for $3.8 billion, hoping to gain a foothold in the North American market, where Reebok held a respectable second place. As a result, Adidas gradually took over all of Reebok's key market segments, relegating the latter to a fitness brand. In 2022, Adidas sold Reebok to Authentic Brands Group for $2.3 billion. Recently, Shaquille O'Neal and Allen Iverson, renowned stars and members of the Basketball Hall of Fame, assumed the positions of President and Vice President of Reebok's basketball division, respectively. The present work aims to analyze how this strategy of bringing together two icons and rivals of the National Basketball Association of the United States of America (NBA) could contribute to the successful resurgence of the brand. A qualitative study with a documentary design and descriptive-analytical scope was conducted to compare recently launched products, focusing on gender and the nostalgia factor to help the brand recover. In conclusion, despite the ups and downs experienced, Reebok remains a relevant icon of popular culture, suggesting that, with the involvement of O’Neal, Iverson, and the team, this distinguished brand can experience a promising resurgence.
