👟 Shaq Launches A Netflix Docuseries To Make Reebok Cool Again

At PWR House, we believe brands that make bold storytelling decisions will stand out in today’s crowded world of media and entertainment.

And one way for your brand to stand out is to create an entire show about your brand! But you’ll need a unique angle…

Enter Shaquille O’Neal — all-time basketball legend, co-owner of Authentic Brands Group (Reebok’s parent company), and one of the most culturally relevant & recognized persons in the world.

Shaq has a decades long relationship with Reebok, beginning way back when he first signed with Reebok in 1992 to launching several signature shoes like the Shaq Attack and then leading up to today as an actual Reebok shareholder.

So Shaq has both emotional and financial reasons for wanting Reebok to succeed. And within the current context of the sneaker market, Reebok is not a highly desireble brand.

Building consideration and desirability will require marketing that wins the hearts and minds of consumers. And telling a story through a Netflix series is one of the best ways to do that.

Over the last few years, Shaq and Allen Iverson have led Reebok’s new push into basketball, which included signing WNBA star Angel Reese and from the looks of the trailer, they’re also trying to sign Shai Gilgeous-Alexander(!?)

Reebok has decided to invest their future into basketball because that will help them associate with a strong and passionate segment of culture.

There are multiple storylines that could make this show interesting and it really needs to stand alone as a good series. If it succeeds, they can make this an ongoing show with multiple seasons that helps advertise Reebok, the same way that multiple seasons of Drive to Survive helps advertise Formula 1.

Best case scenario is this show becomes massively successful and becomes a halo effect for Reebok. More athletes will want to collaborate with Reebok. More people will want to buy Reebok shoes.

To me, this is the most powerful way to do marketing in 2025. We’re all becoming content creators — athletes like Shaq, brands like Reebok. And your ability to tell a good story is what will make or break your position in the market.