The athletic footwear world has been dominated by two giants for years, so when Shaquille O’Neal took over Reebok’s basketball division in 2021, he came with a clear promise and goal. He wanted to bring the brand back to its golden era—the time when he was still an active athlete. Since then, he’s brought in names that reflect that vision, focusing on athletes who represent different facets of the game. This includes fresh energy in the WNBA and the collegiate landscape. And what step did he take to achieve his goal? Signing promising young NBA talent! Shaq has added Angel Reese, Tyrone Lyons, and others. But one name almost slipped through the cracks.
The Game-Changing Signing
This year, Matas Buzelis joined the Reebok family, and it wasn’t a random decision. As a top pick from the G League Ignite, Buzelis entered the NBA draft with high expectations and a sharp skill set. When he finally put pen to paper with Reebok in October, it created waves. As the Chicago rookie’s hope, he not only appeared in All-Star Weekend but was also one of the players to debut the Engine A sneakers—a major launch for Reebok. The company also created four special pairs dedicated specifically to him, each tied to his origins and values.
The High-Stakes Pursuit
Netflix’s documentary “Power Moves” pulled back the curtain on the behind-the-scenes drama. In Episode 6, we witnessed the intense race to sign Matas. Todd Krinsky revealed: “We’re really getting very close to actually witnessing the first professional basketball player wearing Reebok shoes. And so there’s a lot of excitement and energy, but there’s also a lot of risk.” The footage even referenced Zion Williamson’s shoe incident. Without Matas, the Reebok Engine A wouldn’t make it to the court. Todd admitted: “Unless Shaq signs Matas, there’s a possibility that the Engine A will never see the NBA court this season.” That’s why this rookie’s decision was like a chokehold for both Shaq and the brand. But how did they prevent the crisis?
The Personal Touch
Shaq then flew to Chicago to meet Matas face-to-face. He joked about the rookie’s build, then changed his tone. “When I saw you play, I was like ‘Okay, we need to get this kid to Reebok.'” He even compared Buzelis to legends like Ginóbili and Big Z. Matas shared how his family shaped him and why he chose basketball seriously in eighth grade. With both parents being professional players, he knew talent ran in his genes! “You play like you’re crazy about something,” Shaq told him. “I like guys who don’t look like they can play and play very fiercely. Those are the guys you have to worry about.”
Matas was honest: other offers had been made. But relationships mattered. “Relationships are really important to me, so I definitely fit with Reebok’s DNA,” he said. “It’s really just about choosing who fits me best,” he added. That fit, it turned out, was Reebok. And Shaq? “We’ve assembled a nearly perfect roster of Reebok players who can represent basketball and everything around basketball.” Matas was the final piece.
Shaq’s Evolution
What happens when kids don’t even recognize a brand that once dominated the court? That’s the question Shaquille O’Neal asked himself. Imagine him walking into a gym full of young basketball players and hearing, “What’s Reebok?” That moment hit him hard, and that’s exactly what drove Shaq to action.
Reebok had been silent for a while. No signature shoes lighting up NBA games. No fresh faces wearing the logo. So how do you bring back a brand that the next generation doesn’t even know? You start by calling the people who made it matter in the first place.
Shaq didn’t do it alone. He brought Allen Iverson back and ensured the respect was mutual. “I didn’t build Reebok by myself. Another gentleman named Allen Iverson took it to another level,” he said. But even legends have to adapt. Shaq admitted he struggled at first.
“I remember going into [the Reebok office] and looking at all the designs and saying ‘Hey, where are the high-tops?'” When told that players no longer wore high-tops, his first reaction was, “I don’t want to hear that. We’re making some high-tops.” But a trip with his son changed that. “Shareef took me to a tournament with about 35 basketball courts; I didn’t see a single pair of high-tops. So I had to change a bit mentally.”
That was the reality check Reebok needed, and that’s what makes this comeback interesting. It’s not just about classic designs or riding on nostalgia. It’s about learning, evolving, and listening to what today’s athletes actually want.
What’s Next?
So what’s next? A Netflix documentary called “Power Moves” will give fans a behind-the-scenes look at how Shaq and Iverson are reshaping the brand. Add rising stars like Angel Reese and Nate Ament, and it’s clear Reebok isn’t just trying to come back—they’re trying to become relevant again.
The question remains: Can Shaq’s vision and Matas Buzelis’s talent bring Reebok back to basketball’s golden era? Only time will tell, but with the right mix of veteran wisdom and young talent, the brand that once ruled the courts might just find its way back to relevance.