Part 6/9:
By the early 2000s, as Nike established an impressive roster including LeBron James, Reebok's prominence began to wane. Despite securing exclusive deals with the NFL and NBA, they failed to secure a lasting competitive edge. The arrival of LeBron James marked a lost opportunity, as he chose Nike, signaling a significant blow to Reebok's basketball ambitions.
Reebok invested heavily in licensing and partnerships—representing all major sports leagues—yet spread itself too thin without focusing on a clear identity. With an inundation of product lines and celebrity endorsements, the brand began to lose sight of its authentic sports performance roots.