Shaquille O’Neal’s ‘Power Moves’ Chronicles The Return Of Reebok

Don’t call it a comeback: Reebok has been here for years.

Shaquille O’Neal’s Jersey Legends is set to release Power Moves, a new six-episode docuseries featuring the return to prominence of the footwear and apparel brand Reebok. The series will be available for streaming across the globe on Netflix on June 4.

According to Deadline, Power Moves “offers an all-access look at O’Neal’s latest and boldest endeavor — stepping into the role of President of Reebok Basketball and leading the iconic brand’s comeback alongside Vice President and fellow NBA legend Allen Iverson.” Filmed in Boston at Reebok’s headquarters and across the country, the docuseries chronicles Reebok’s cultural revival under O’Neal and Iverson’s leadership.

Additionally, Power Moves docuseries captures the signing of WNBA star Angel Reese to Reebok’s first NIL deal following O’Neal’s appointment and the creation of new initiatives that will draw in young athletes and impact communities.

In a statement, O’Neal shared more details about the series.

“Power Moves isn’t just about sneakers or titles. It’s about showing the work behind building something meaningful. This series shows the strategy, setbacks, and wins of what it really takes to lead a brand you love,” O’Neal said. “Reebok gave me my start, and now I get to help write its next chapter.”

“There’s a powerful shift happening at Reebok right now, and Power Moves lets the world experience it with us,” said the company’s CEO, Todd Krinsky. “This isn’t just a comeback, it’s a cultural movement, fueled by purpose, passion, and the kind of leadership that inspires real change. Jersey Legends saw that spark and knew this was the moment to capture. What Shaq, Allen, and our team are building is electric, and this series brings viewers inside the heart of it, as it happens.”

Beginning his relationship with Reebok in 1992,  O’Neal signed a lucrative deal with the brand just before his rookie NBA season with the Orlando Magic.

 Before O’Neal and Iverson joined the leadership team of the company, Reebok experienced a steep decline that lasted almost two decades. Things for Reebok changed in 2005 when Adidas acquired Reebok for $3.8 billion, but the brand never rebounded.

In 2021, Adidas sold Reebok to Authentic Brands Group, which had a reputation for turning around legacy brands.