The game of basketball is defined not only by what happens on the court but also by what takes place off it—where culture, commerce, and legacy intersect. This week, Netflix dropped one of its most anticipated sports docuseries of the year: “Power Moves”, a six-episode deep dive into the groundbreaking partnership between two NBA Hall of Famers—Shaquille O’Neal and Allen Iverson—as they step off the hardwood and into the boardroom to lead a cultural revival of Reebok Basketball.
In an era dominated by swooshes and jump men, “Power Moves” offers something wholly refreshing: a real-time transformation of an iconic but faded brand helmed by two of basketball’s most influential figures. Shaq takes on the role of President of Reebok Basketball, while Iverson becomes Vice President. The series is less about corporate strategy and more about legacy, identity, and the collision of sport and streetwear that Reebok once personified.
A Story of Revival: Why Reebok? Why Now?
Reebok wasn’t just another brand in the 1990s and early 2000s—it was the brand for a generation. With Iverson’s signature Answer line, Shaq’s affordable and accessible Shaqnosis sneakers, and a stronghold on both the court and the streets, Reebok once rivaled Nike in both credibility and creativity. But as market forces shifted and leadership fumbled, Reebok lost its cultural cachet.
“Power Moves” begins by asking a compelling question: Can Reebok be great again?
To answer that, Reebok didn’t just hire consultants—they handed the keys over to two of their most iconic athletes, whose shoes defined eras and whose personalities still move the needle.
Episode 1: The Jersey Swap
The premiere episode opens with an intimate sit-down between O’Neal and Iverson in Atlanta. Shaq, always the showman, brings a big-picture mindset and CEO energy. Iverson, quieter and more contemplative, represents the soul of the culture. Together, they form a leadership duo that mirrors player-executive dynamics of past eras—but with their own flavor.
We also get a first look at Reebok’s headquarters and early strategy meetings where nostalgia meets innovation.
Episode 2: Culture is Currency
This episode highlights how Reebok sneakers were more than footwear—they were symbols of identity. Iverson reflects on his legacy and how his past controversies now serve as assets.
“I wasn’t trying to be a rebel. I was trying to be myself. Now, finally, the game is catching up.” — Allen Iverson
Culture becomes the central theme, with input from artists, fashion experts, and former NBA players.
Episode 3: Product, Product, Product
No comeback is complete without fresh sneakers. This episode dives into product design debates—reviving classics vs. launching new silhouettes. Shaq wants reach and accessibility. Iverson wants premium storytelling. Design lead Amani delivers a wake-up call:
“If we’re just selling memories, we’re already dead.”
It’s a turning point in the series.
Episode 4: The Boardroom and the Block
Shaq and Iverson hit the streets—literally. They meet students, host design contests, and try to reconnect with a generation that doesn’t remember Reebok’s heyday. The theme: authenticity can’t be faked.
Shaq pushes to make sneakers more affordable, a continuation of his lifelong commitment to inclusion. Iverson focuses on creating deeper brand loyalty through cultural engagement.
Episode 5: The Dealmakers
This episode explores Reebok’s marketing relaunch. From TikTok partnerships to NIL deals with college athletes, the brand aims to blend nostalgia with relevance. Shaq and Iverson pitch a “Legacy Pack” — a hybrid sneaker honoring both legends. It’s a gamble, but it wins attention.
The duo also discusses investing in HBCUs and student athletes, planting seeds for Reebok’s long-term cultural relevance.
Episode 6: The Comeback
The final episode culminates with a product showcase, emotional reflections, and early reviews. Iverson opens up about his growth. Shaq shows rare vulnerability. The line receives mixed critiques, but the cultural message lands strongly.
“Greatness doesn’t retire. It evolves.” — Kobe Bryant
As the credits roll, the audience is left with a sense that something real has started—not just a relaunch, but a rebirth.
What “Power Moves” Really Means
“Power Moves” is more than a sneaker story. It’s a lesson in leadership, authenticity, and Black ownership in corporate America. For Shaq and Iverson, this isn’t about cashing in. It’s about writing the next chapter of their legacy.
Shaq emerges as a businessman who leads with vision. Iverson—once the outsider—now sits at the table he was never invited to. Together, they’re not just relaunching Reebok. They’re redefining what power looks like.
Final Thoughts: A Blueprint for Athlete-Led Business
“Power Moves” is a rare look at how athlete-driven entrepreneurship can lead a brand revival. It’s strategic, emotional, and deeply personal. More importantly, it signals a future where players don’t just endorse brands—they build them.
Whether you’re a sneakerhead, entrepreneur, or basketball fan, this is a must-watch. It’s a playbook for building a brand rooted in authenticity and powered by culture.
Have You Watched “Power Moves”?
Share your favorite moments in the comments. And if you’re rocking any classic Reeboks, tag your photos with #PowerMovesReebok to show your style and support the movement.
