Reebok's recent decision to appoint former NBA stars Shaquille O'Neal and Allen Iverson to the positions of President and Vice President of Basketball Operations, respectively, has generated a great deal of interest and excitement among fans. While O'Neal's appointment was widely welcomed, some questioned Iverson's potential contribution. This article will delve into the reasons why Iverson has been a valuable asset to Reebok's road to recovery.

Fashion Icon and Market Influencer

Iverson was known for his unique and trend-setting fashion sense during his playing days. His signature style of baggy clothes, ornate jewelry and full-sleeve tattoos resonated with NBA fans and streetwear enthusiasts alike. Reebok can effectively capitalize on this fashion influence by creating innovative limited edition products that appeal to different audiences.

Long-Term Relationship with Reebok

Iverson's relationship with Reebok dates back to 1996, when he signed a lucrative endorsement deal with the brand. Over the years, Reebok has released several signature shoes bearing Iverson's name, including the iconic "Reebok Question" and more than 14 versions of the "Reebok Answer." Even after Iverson retired from the NBA in 2013, Reebok continued to release new retro sneakers in his honor.

Community Involvement and Player Recruitment

Iverson has a proven track record of building strong relationships with grassroots organizations and community events. In his new role at Reebok, he will utilize these relationships to drive player recruitment and stay connected to the local community. His focus on community involvement coincides with a growing trend of brands emphasizing social responsibility, which helps Reebok build stronger relationships with customers and increase brand loyalty.

Iverson's classic display in high school

In his new role, Iverson will continue to host the annual Iverson Classic High School Showcase, which serves as a platform to attract the next generation of aspiring players and basketball fans to the Reebok brand. By building relationships with promising athletes and future fans early on, Reebok has the potential to create long-term partnerships and cultivate a loyal customer base.

Shaquille O'Neal's appointment as "President of Basketball" undoubtedly brings a wealth of basketball expertise and marketing power to Reebok, but Allen Iverson's presence as "Vice President" should not be underestimated. His fashion influence, longstanding relationship with the brand, management skills, and focus on community involvement make him an invaluable asset to Reebok's revitalization efforts. By embracing Iverson's contributions, Reebok can effectively position itself as a brand that utilizes proven talent to remain a significant force in an evolving marketplace.