NBA legends Shaquille O’Neal and Allen Iverson are joining forces for the eagerly awaited Netflix docuseries titled “Power Moves,” set to premiere globally on June 4, 2025. The series will chronicle their collaborative effort to revitalize Reebok, a once-legendary athletic brand that has recently struggled to reclaim its place in sports culture.
The six-part series, produced by O’Neal’s Jersey Legends in conjunction with The Intellectual Property Corporation, promises to provide viewers with an inside look at the strategic overhaul of Reebok, now led by O’Neal and Iverson, who hold the positions of President and Vice President of Reebok Basketball, respectively. Their journey aims to transform Reebok from a fading name in the industry into a significant presence in both sports and streetwear.
O’Neal expressed his enthusiasm for the project, stating, “Power Moves isn’t just about sneakers or titles. It’s about showing the work behind building something meaningful.” His partnership with Reebok began in 1992, marking a notable moment in sports marketing that would be followed by Iverson’s iconic signature lines in 1996.
The series aims to capture not just the planning and execution of Reebok’s resurgence but also the challenges along the way. Reebok’s CEO Todd Krinsky noted that the transformation is not merely a corporate comeback but a cultural movement driven by purpose and authentic leadership.
In a significant shift, the brand has also recently signed WNBA star Angel Reese for its first Name, Image, and Likeness (NIL) deal under O’Neal’s leadership, showcasing a new direction for Reebok within the athlete space.
Colin Smeeton, Executive Producer and President of Authentic Studios, emphasizes that “Power Moves” goes beyond sports and business, highlighting the heart and creativity involved in such a revival. As an homage to its roots from the ’80s and ’90s sneaker wars, this project highlights Reebok’s struggle for identity after its acquisition by Adidas in 2005 and its subsequent turnaround following the acquisition by Authentic Brands Group in 2021.
This insightful venture not only sheds light on the evolving sneaker culture but also provides a narrative of resilience, creativity, and purpose, drawing in fans of both basketball and fashion. The collaboration between O’Neal and Iverson signifies a hopeful outlook for the brand, promising an engaging watch for fans eager to witness a legendary duo work to reshape a storied brand.