REEBOK IS BACK: A NEW ERA IN BASKETBALL BEGINS
By Josh Higgins | The Basketball Fix
Reebok, a name once synonymous with basketball greatness in the 1990s and early 2000s, is making a powerful return to the hardwood. After years of relative silence in the basketball space, the iconic brand is re-emerging with purpose, energy, and a clear vision: to reclaim its place at the top of the game.
Once the home of legends like Shaquille O’Neal and Allen Iverson, Reebok is now focused on shaping the future by investing in the next generation of talent. Their mission is bold—go grassroots, go global, and make a meaningful impact in Australia and beyond.
TAKING OVER FROM THE GROUND UP
Reebok’s renewed focus starts at the grassroots level in Australia, where the brand is building from the bottom up to create long-lasting connections within the basketball community. Their strategy is centered around empowering young athletes and showcasing the stars of tomorrow.
Their recent signing of NBA veteran Montrezl Harrell to the NBL is a major step forward, signalling their intent to bring excitement and authenticity back into the sport. But that’s just the beginning. Reebok is aggressively pursuing a new wave of local and emerging talent in Australia, determined to support the next generation before they hit the global spotlight.
Further solidifying its presence, Reebok has been announced as the Official Shoe of the NBL, a move that will see the brand featured across the league all season long.
A GLOBAL PUSH WITH LOCAL IMPACT
This grassroots strategy is only one part of a much larger global resurgence. In the United States, Reebok is gaining momentum once again with the recent release of the Netflix documentary “Power Moves with Shaquille O’Neal”, a story that reconnects the brand to its rich basketball legacy.
At the same time, Reebok has secured rising WNBA superstar Angel Reese with a landmark signature shoe deal, adding a modern face to their growing roster of dynamic athletes. These moves highlight the brand’s ability to stay culturally relevant while building meaningful relationships with the modern athlete and fan.
THE BASKETBALL FIX GOES COURTSIDE
Reebok’s vision was on display recently at the Melbourne Tigers vs. Knox Raiders NBL1 South showdown in Melbourne, where Josh Higgins from The Basketball Fix was invited courtside on behalf of the brand.
“The new direction feels fresh, exciting, and focused on the next generation,” Higgins said. “Reebok had huge success during the Shaq and Iverson era, but now it’s about letting the next wave of talent come through. Their plans for Australia are big—and it’s going to be exciting watching them roll it out.”
READY FOR THE CHALLENGE
Basketball continues to be one of the fastest-growing grassroots sports in Australia. With other major brands holding up to 70% of the market share in basketball apparel and footwear, Reebok knows the road ahead is competitive—but that’s exactly what drives them.
The hunger, the energy, and the belief in what’s possible is what fuels this comeback.
NOT JUST BACK—BUILT TO LEAD
Reebok isn’t simply returning to the basketball scene—they’re reimagining it. With strategic athlete partnerships, league integrations, and a youth-first mindset, the brand is laying the foundation for a new era of innovation and influence in basketball.
Reebok is not just back in the game—they are here to lead it.
