Part 5/9:
Reebok aimed to resolve its shortcomings by endorsing new talent. Shaquille O’Neal was signed in the early 1990s as a figurehead for the brand, but despite his charisma, shoes designed for large centers often failed to attract the same audience. Shaq’s gradual departure from the brand marked the beginning of tough times for Reebok.
The arrival of Alan Iverson in 1996 brought promises of renewed hope. Reebok tied its fortunes to him, releasing the iconic Question and later, the Answer line, as his cultural impact soared. However, while Iverson captured the imagination of fans, Reebok struggled to leverage this star power into championship wins, as seen with his loss in the 2001 NBA Finals.