LAUNCHING FEBRUARY 13 2025
Revived, Reimagined, Reborn
Reebok performance hoops are back.
For the first time in over a decade, the legendary brand has unveiled a new modern performance basketball silhouette.
Led by the power pair of Shaquille O’Neal and Allen Iverson, who share a genuine connection to both basketball and sneaker culture, Reebok are primed to stage a comeback.
All is set to begin February 13 2025 with the release of the new Reebok Engine A.
THE HISTORY OF REEBOK AND BASKETBALL CULTURE
REEBOK BASKETBALL: A LEGACY ON THE BLACKTOP
Reebok’s history in basketball is a celebration of grit, innovation, and cultural significance. From streetball courts to the NBA’s brightest stages, Reebok has defined eras with iconic sneakers, bold partnerships, and groundbreaking campaigns. Here’s a closer look at the defining milestones from 1990 to the 2010s.
1990-1991
Blacktop Credibility with Streetball Classics
Reebok makes waves in the basketball world with the launch of the "Above the Rim" and Blacktop series, designed for the rugged intensity of outdoor play.
These sneakers, built for durability and style, become essential for players dominating asphalt courts. The bold designs reflect the gritty, no-holds-barred nature of streetball, firmly establishing Reebok as a brand that understands the game’s raw energy and culture.
This era sets the foundation for Reebok’s future in basketball by aligning the brand with authenticity and performance.
1992-2001
Shaq, Iverson, and the Era of Dominance
Reebok solidifies its position in the NBA by signing larger-than-life rookie Shaquille O’Neal in 1992. The release of the Shaq Attaq and Shaqnosis sneakers highlights Shaq’s dominance, pairing cutting-edge technology with bold, unforgettable designs.
In 1996, Reebok signs Allen Iverson, whose rebellious spirit redefines basketball culture. The launch of the Question and Answer IV sneakers becomes a cultural movement, blending Iverson’s iconic on-court style with streetwear appeal.
Together, Shaq and Iverson embody Reebok’s ethos of power, individuality, and cultural relevance, turning the brand into a basketball powerhouse.
2010s
A Celebration of Heritage and Nostalgia
Reebok leans into its legacy, reissuing classics like the Question Mid, Answer IV, and Shaqnosis, reigniting love for the brand’s most iconic designs. These releases reconnect fans with the sneakers that defined their youth while introducing a new generation to Reebok’s basketball heritage.
In 2021, the short film CrateMasters celebrates the blacktop culture, honouring the grassroots spirit of basketball that has always been central to Reebok’s identity.
This era emphasises Reebok’s enduring influence in basketball while setting the stage for future innovation and a return to dominance.
