Basketball legends Shaquille O’Neal and Allen Iverson are swapping their jerseys for the boardroom in a new high-stakes venture, and Netflix is giving viewers an all-access pass. “Power Movies with Saquille O’Neal,” a six-episode docuseries, chronicles their ambitious mission to revitalize the iconic Reebok Basketball brand. This series promises an unfiltered look at the strategies, challenges, and triumphs involved in one of the most anticipated brand comebacks in recent history.
A New Era for Reebok Forged by Legends
The narrative of “Power Movies with Saquille O’Neal” is deeply rooted in the personal histories of its two legendary protagonists with the Reebok brand. Shaquille O’Neal’s appointment as President of Reebok Basketball in October 2023, with Allen Iverson taking on the role of Vice President, marks a significant strategic shift for the company. For O’Neal, this role represents a profound “full-circle moment.” Reebok was the brand that famously gave him his “first big break” with a landmark endorsement deal in 1992, even before he played his first NBA game. This historical connection isn’t merely a talking point; O’Neal played a key role in Authentic Brands Group’s acquisition of Reebok in 2021, where he is now a shareholder, underscoring his long-term investment in the brand’s success long before taking the presidential reins in 2023. This deep, authentic connection offers a level of credibility and emotional investment often lacking in typical celebrity endorsements, suggesting a deliberate move by Reebok to leverage its genuine heritage in its revitalization efforts.
Complementing O’Neal’s leadership is Allen Iverson, another towering figure in basketball history whose legacy is inextricably linked to Reebok. Iverson’s iconic “Question” and “Answer” sneaker lines became cultural staples after he signed with the brand in 1996. His involvement as Vice President alongside O’Neal signifies a potent reunion, bringing together two of Reebok’s most influential past ambassadors to steer its future. The presence of these two figures, who authentically shaped the brand’s golden era, appears to be a calculated strategy. It taps into a powerful wellspring of 90s and early 2000s nostalgia, which can appeal to an older demographic with established brand loyalty. However, the series makes it clear that this isn’t just about reliving past glories but about using that strong foundation to connect with contemporary audiences and forge modern relevance.
Their collective mission extends far beyond simply selling sneakers. The primary goal, as articulated throughout promotional materials, is to restore Reebok to its former glory in the competitive basketball world and, more broadly, to reposition it as a significant cultural force.
A Look Inside Reebok’s Transformation
Filmed extensively at Reebok’s Boston headquarters and various U.S. locations, the six-episode docuseries aims to provide viewers with “unfiltered access” to the inner workings of this ambitious undertaking. An episode breakdown reveals a comprehensive journey, starting with a review of Reebok’s 90s heyday, before diving into the meticulous creation of new products and outreach to contemporary stars.
The series is set to pull back the curtain on the nuts and bolts of brand building. Viewers can expect to witness high-stakes strategy meetings and the inevitable “boardroom drama” that accompanies major corporate decisions. A significant portion focuses on product design and development, particularly the creation of new footwear lines like the “Engine A.” This will reportedly cover everything from initial sketches and material testing to prototype adjustments and intense debates over colorways. O’Neal’s own learning curve is candidly highlighted, as he recounts his son informing him that “Gen Z doesn’t wear high-tops anymore”—a lesson that directly influenced new product design.
Talent recruitment is another critical aspect, with the series documenting the strategic signing of WNBA sensation Angel Reese and the ultimately unsuccessful attempt to woo NBA star Shai Gilgeous-Alexander, who chose a competitor. The transparency in showcasing not just successes but also recruitment challenges adds a layer of realism. The finale is anticipated to track the debut campaign photoshoots for the “Engine A” sneaker and initial market feedback, providing a glimpse into the launch process. This willingness to show “hiccups” and “chaos” alongside ambition humanizes the iconic figures and the brand-building journey itself, potentially fostering a stronger connection with an audience that may be weary of overly polished celebrity ventures.
Executive producer Colin Smeeton, president of Authentic Studios and O’Neal’s longtime business partner, underscores this commitment to authenticity, stating the series “pulls back the curtain to show the heart, the chaos, and the creativity behind this comeback.”
Key Players
At the heart of Reebok’s resurgence strategy, as depicted in “Power Movies with Saquille O’Neal,” is a dynamic team led by its legendary new executives, each bringing unique strengths to the venture.
Shaquille O’Neal, in his role as President of Reebok Basketball, is portrayed as the visionary leader. His hands-on management style is evident, and his deep personal investment is underscored by statements like, “Reebok gave me my start, and now I get to help write its next chapter.” This is not just a ceremonial title; O’Neal’s extensive and notably diverse business portfolio, which includes successful franchises like Big Chicken and Papa John’s, and investments in tech giants like Google, lends substantial credibility to his leadership. In the series, O’Neal acknowledges the competitive landscape: “My partner, Jamie Salter, he bought it. Back then we didn’t have as much competition as we do now, so there’s a lot of competition and it’s just fun,” showcasing his awareness of the challenge ahead.
Allen Iverson, the influential Vice President, brings his immense cultural cachet and deep basketball IQ to the partnership. His on-screen chemistry and collaborative efforts with O’Neal are expected to be a central dynamic of the series. The sentiment that “this is about Shaquille and Allen doing it their way” suggests a partnership built on mutual respect and a shared vision for the brand’s future.
A key “power move” highlighted is the strategic signing of WNBA star Angel Reese. This marked Reebok’s first NIL (Name, Image, and Likeness) deal under O’Neal’s leadership, signaling a clear intent to connect with a younger generation of athletes and fans. O’Neal refers to Reese as “the portal to these young kids” and credits Reebok’s Senior Vice President, Portia Blunt, for her instrumental role in the signing, stating, “One of my favorite people in the office. She says, ‘You have a relationship with Angel, we should sign her.’ I basically did what she said.” This blend of leveraging legacy talent like O’Neal and Iverson with new-era influencers like Reese demonstrates a sophisticated strategy to maximize market reach across different demographics.
The support system extends to the broader leadership at Reebok and Authentic Brands Group. Insights from Reebok CEO Todd Krinsky, who states, “This isn’t just a comeback, it’s a cultural movement,” provide context for the brand’s ambitious goals. Colin Smeeton’s involvement as Executive Producer further aligns the series with O’Neal’s strategic vision. The decision for athletes like O’Neal and Iverson to take on genuine executive roles, participating in strategy meetings and design labs, represents a significant evolution from traditional ambassador roles. If this “player-executive” model proves successful, it could inspire more business-savvy athletes to take active leadership positions within brands, utilizing their unique insights more profoundly.
The Shaq Factor
Shaquille O’Neal’s involvement in “Power Movies with Saquille O’Neal” and the Reebok resurgence is far more than a celebrity endorsement; it’s the application of years of cultivated business acumen. His extensive and notably diverse business portfolio underscores his credibility in this significant leadership role. O’Neal’s entrepreneurial success spans various sectors, including co-founding the fast-casual restaurant chain Big Chicken, owning multiple Papa John’s and Krispy Kreme franchises, and previously holding a substantial stake in 155 Five Guys locations. Beyond franchising, his investment savvy is demonstrated by early stakes in companies like Google and Apple, showcasing a keen eye for growth and innovation. This established track record as an astute businessman brings a unique “Shaq Factor” to Reebok—a multiplier effect that can attract talent, secure partnerships, and generate media attention the brand might not achieve independently.
Central to O’Neal’s business endeavors is a distinct investment philosophy. He emphasizes authenticity, a genuine interest in the products and services he aligns with, and a desire to invest in companies that can “genuinely make people’s lives better”—a principle he has said was inspired by figures like Jeff Bezos. This philosophy appears to be a guiding force in his approach to Reebok, aiming to build something “meaningful.” The docuseries itself, produced by his company Jersey Legends, is a prime example of leveraging his multifaceted brand to control the narrative and amplify Reebok’s story, offering a platform to showcase this business philosophy in action.
Furthermore, this venture at Reebok can be seen as an extension of O’Neal’s well-documented motivational drive. Known for his inspirational speeches and stated desire to “instill greatness in other people,” his leadership role offers a tangible way to apply these principles in a high-stakes business environment. “Power Movies with Saquille O’Neal” is therefore positioned not just as a chronicle of a brand’s revival, but also as a vehicle for O’Neal’s broader business ethos, potentially serving as an educational and inspirational tool for aspiring entrepreneurs and aligning with his public persona as a business mentor.
Basketball Meets Business Strategy
One of the most distinctive aspects is its real-time narrative. Unlike deep-dive historical analyses such as The Last Dance, which retrospectively dissected a completed era, “Power Movies with Saquille O’Neal” chronicles a brand’s transformation as it happens. This approach offers viewers a sense of immediacy and the potential for unfolding drama, making them feel part of an ongoing journey. Furthermore, while other athlete-focused documentaries like They Call Me Magic offer comprehensive looks at an individual’s life and career, “Power Movies with Saquille O’Neal” specifically focuses on athletes stepping into high-level executive roles, making critical strategic decisions for a major global brand. This focus on athlete-led business operations offers a fresh perspective. Compared to pitch-focused shows like Shark Tank, “Power Movies with Saquille O’Neal” provides a sustained, in-depth narrative arc centered on a single, complex business challenge, allowing for a more nuanced exploration of the trials and tribulations of brand resurgence.
The undeniable star power and anticipated chemistry between Shaquille O’Neal and Allen Iverson, two of basketball’s most charismatic and culturally impactful figures, serve as a primary draw. Their dynamic, combined with the high-stakes nature of competing against dominant market players and the series’ commitment to showcasing “hiccups” and “chaos,” creates a recipe for a compelling and relatable narrative. The series directly taps into the growing public fascination with celebrities successfully transitioning into the business world. The involvement of O’Neal’s own production company, Jersey Legends, which boasts credits like the Emmy-nominated docuseries “SHAQ” and the Oscar-winning “Queen of Basketball,” ensures a high-quality production that understands how to frame this unique story. This combination of factors suggests that “Power Movies with Saquille O’Neal” could set a new benchmark for documentaries in this evolving subgenre. Moreover, Netflix’s global reach provides an immense platform; a successful and buzzed-about run for “Power Movies with Saquille O’Neal” could significantly amplify Reebok’s marketing efforts and cultural relevance, potentially creating a powerful “Netflix effect” for the brand itself.
Where to Watch “Power Movies with Saquille O’Neal”
