NEWS
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Shaquille O’Neal said he stays involved in Reebok’s basketball business without micromanaging as he works with former NBA star Allen Iverson.
O’Neal appeared in New York last month at the premiere of the new three-part docuseries, “Allen Iverson: The Answer,” on Prime Video. He told Boardroom that Authentic Brands Group’s global retail reach is a “cheat code” for distribution and helps push Reebok back into the basketball spotlight.
O’Neal and Iverson lead Reebok Basketball as president and vice president. ABG purchase Reebok from Adidas for up to €2.1 billion ($2.5 billion). The company reported that Reebok’s annual retail sales increased from $1.6 billion in 2020 to $5 billion in 2024.
O’Neal described how he approaches leadership. “I do everything but nothing,” he told Boardroom. “True leaders don’t micromanage. If I’m gonna start a media company, I’ll call you. You do all the work, I proofread it, say yes or no, and we move on from there,” he added.
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