O’Neal and Iverson serve as the President and VP of Reebok Basketball
If you’re a fan of the Georgetown Hoyas, you understand that basketball is more than just a game; it’s culture, history, and for many, a way of life. And few figures embody that intersection of sport and culture quite like Allen Iverson. Netflix is set to premiere “Power Moves,” a docuseries that takes fans behind the scenes as two NBA legends, Shaquille O’Neal and Allen Iverson, team up to lead the charge in revitalizing Reebok’s basketball division. The six-part series, produced by Shaq’s Jersey Legends, is set to premiere globally on Netflix on June 4, 2025.
For anyone who grew up watching basketball in the late 90s and early 2000s, Allen Iverson was a transformative figure. His unique style, fearless approach, and unapologetic authenticity resonated far beyond the hardwood. And at the heart of his brand was his partnership with Reebok. Iverson was a face of the brand during its strongest era in basketball. He signed a lifelong deal with Reebok during his time as a Philadelphia 76er.
This significant deal includes an annual payout of $800,000, and as part of the contract, he is reportedly just a few years away from receiving an estimated $32 million on his 55th birthday. His signature shoes, like the Question and Answer lines, weren’t just athletic footwear; they were cultural statements – gritty, defiant, and stylish, mirroring his play and connecting directly to the streets and hip-hop culture of the time.
Now, Iverson is back at Reebok, but in a powerful new capacity. In early 2023, he was brought on board to help Authentic Brands Group (ABG), which acquired Reebok in 2022, expand its presence in entertainment, endorsements, and strategic partnerships. Today, Allen Iverson serves as the Vice President of Basketball at Reebok, working alongside his former contemporary and rival, Shaquille O’Neal, who holds the title of President of the brand’s basketball division.
This isn’t just a figurehead role; both men are in real management positions within the company, a move that Reebok CEO Todd Krinsky highlights as bringing two legacy athletes together in significant leadership roles. Shaq expressed his enthusiasm for the collaboration, stating, “There is no one I’d rather work with to bring in a new generation of ballers to Reebok than him. Shaq and AI back at it — feels good.”
The “Power Moves” docuseries offers an all-access look at this high-stakes endeavor. Filmed at Reebok’s Boston headquarters and across the U.S., the series chronicles the brand’s comeback and cultural revival under Shaq and Iverson’s leadership. Shaq emphasized that the series is “about showing the work behind building something meaningful” and “shows the strategy, setbacks, and wins” involved in leading a brand they love.
Reebok CEO Todd Krinsky added that the series lets the world experience the “powerful shift happening at Reebok right now” and shows that this is “not just a comeback, it’s a cultural movement” fueled by passion and leadership. Executive Producer Colin Smeeton noted the series pulls back the curtain to show the “heart, the chaos, and the creativity” behind the comeback, emphasizing that it’s about Shaquille and Allen “doing it their way”.
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One of the key strategies showcased in the series is Reebok’s re-entry into the performance basketball shoe market with new products like the Engine A, which Shaq described as the “future of basketball.” Angel Reese was the first major NIL athlete signed under the new leadership and is central to Reebok’s new vision, representing the brand’s desired direction: young, bold, media-savvy, and connected to sport, culture, and community. This move signals Reebok’s intent to play in the modern sports economy where brand value is built as much through narrative and personality as performance.
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For Georgetown fans, Iverson’s story resonates deeply. His career and cultural impact were often defined by challenging norms and staying true to himself. His role at Reebok today represents a continuation of that influence, stepping into a leadership position where he can shape the brand he helped define.
As Shaq noted, Iverson was a “pioneer in the world of sports and entertainment” whose “cultural impact was bigger than basketball.” Now, years after his playing days, he is realizing that impact and contributing to it in a new way.
Beyond his work at Reebok, Iverson’s story continues to be told. Prime Video has greenlit a documentary on Allen Iverson, which is being produced by the companies of Stephen Curry and Shaquille O’Neal. This untitled film is expected to feature Iverson reflecting on his storied history and cultural impact,
Iverson recently joined Post Malone on stage in Philadelphia for a performance of Malone’s hit song “White Iverson,” which was inspired by the basketball icon. Malone’s song, released in 2015, became his breakout single.
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Allen Iverson and Shaquille O’Neal bring not just celebrity, but credibility as stewards of the brand they helped build. They understand what made Reebok connect in the past and are now tasked with modernizing that legacy. The “Power Moves” docuseries promises to be a fascinating look at whether these two icons can lead Reebok back to relevance.
Get ready to see the journey unfold as the Netflix episodes of the Reebok show Power Moves will release on June 4th.
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