Imagine the MVP wearing the shoes of your brand and ruling the court in the finals? Not signing SGA kind of hurt me personally. It’s personal because it is a challenge, and I don’t like failing.” When someone like Shaquille O’Neal says that, you know it stings. For someone who has conquered just about every court he’s stepped on, missing out on signing Shai Gilgeous-Alexander to Reebok wasn’t just a business letdown it hit him on a personal level. It seems the reported $15 million, multi-year contract was just too lucrative for SGA. But if there’s one thing we’ve learned about Shaq over the years, it’s this: failure doesn’t stop him it fuels him.
Instead of sulking over the lost opportunity, the Hall of Famer huddled up with Reebok’s marketing manager, Collin Bell, and began crafting a new playbook. And guess what? They came up with something bold something that didn’t rely on the star power of an established NBA name. Now, rewind a bit to Shaq’s earlier mindset. “I know we could have definitely made him [SGA] a megastar. No knock against Converse, but forget him. That tells you just how confident he was in Reebok’s ability to turn stars into icons. But this time, the plan took a left turn, and that twist was revealed in the new Netflix series Power Moves with Shaquille O’Neal, featuring the journey behind the scenes.
In the first episode, Shaq opened up about how tough it’s been to break out of his usual approach. He’s wired to follow a structured method, something rooted in his military background [his stepfather]. That’s where Bell stepped in, guiding him to see a different horizon.
I think the new way forward is young. Try to have some of the top two-three high school players, get a Gatorade Player of the Year, rather than just focus it all on one established guy. We can make a star rather than take a star from somewhere else. And then we spread it out over five, six, seven, eight guys and girls, someone’s gonna be a star,” Bell laid it all out in episode one. But let’s be honest Shaq had one concern. What if Nike or Adidas had the same idea? Even if they did, Bell saw something those brands might overlook.
High school prospects remain in a state of neutrality unclaimed and susceptible to influence. This situation proved to be pivotal. Shaquille O’Neal began to contemplate his own path. In 1992, Reebok took a risk on him, well before he achieved NBA stardom. They subsequently made a similar decision with Allen Iverson in 1996. History tends to repeat itself. Thus, the second episode advanced the discussion, as Bell unveiled the new vision to Reebok’s CEO, Todd Krinsky.
With strong conviction, he expressed that both he and Shaq were convinced, the young players are undoubtedly the direction we should pursue. It provides us with the chance to develop and establish a star. It also enables us to shape the narrative, similar to what we accomplished with Shaq and AI in the past. Ultimately, while missing out on SGA may have closed one opportunity, it could very well have opened a more advantageous one for Reebok.
Shaquille O’Neal recently placed part of his faith in a 19YO G-League athlete for Reebok’s ambitious revival
Big Diesel has never been one to play it safe. Whether on the court or in the business world, he’s known for making bold moves and his latest decision with Reebok is no exception. In an industry where legacy brands are constantly battling to stay relevant, Shaq is banking on a fresh direction. And at the core of this shift is not a veteran face, but a teenager with sky-high potential.
Indeed, Shaquille O’Neal is placing his confidence in a 19-year-old G-League athlete to aid in the revival of Reebok’s legacy. Introducing Dink Pate, a name worth remembering. With his rapid movements and untapped potential, Pate has garnered the attention of one of basketball’s all-time greats. However, this initiative transcends mere flashy marketing. Shaq’s endorsement of Pate signifies a profound commitment to shaping the future rather than merely reminiscing about the past.
We are not inclined to provide substantial financial rewards to a multitude of former NBA players. Our intention is to begin with you, as this is a new era, a different time. A gentleman like you possesses a significant following. I am gaining valuable insights from you and your culture. We are interested and eager to sign you, Shaquille O’Neal expressed to Pate.
This strategy merges youthful vigor with the mentorship of someone who has experienced the journey. Currently, Pate is an American professional basketball player for the Mexico City Capitanes in the NBA G League. He made history as the youngest professional basketball player in the United States after joining the NBA G League Ignite. If the reports hold true, he is anticipated to be chosen in the 2025 NBA Draft. It is evident that Shaquille O’Neal is backing promising talent from the outset, which is in harmony with Reebok’s evolving story.
