Reebok's Comeback: Shaq and Iverson Join Forces in Netflix Docuseries ‘Power Moves’

LOS ANGELES — Once fierce competitors in the 2001 NBA Finals, Shaquille O’Neal and Allen Iverson are now collaborating to rejuvenate the Reebok brand they once elevated to iconic status. This week, the Netflix docuseries “Power Moves” premiered, showcasing the Hall of Famers trading their jerseys for executive roles, with O’Neal as Reebok Basketball's president and Iverson as vice president. The six-part series provides an exclusive glimpse into their ambitious mission to foster a cultural revival for the renowned sneaker brand. O’Neal, at 7 feet 1 inch, views himself as a spokesperson for today's towering athletes. Yet, he acknowledges that the gritty guards of this era require Iverson, whose 1990s signature models remain highly coveted. "I didn’t build Reebok alone," O’Neal remarked, recalling his journey that began with his groundbreaking Shaq Attaq shoe. Conversely, Iverson's iconic “The Question” and “The Answer” shoes dominated sales, marking the duo's lasting impact on the sneaker industry.