Shaquille O’Neal’s Jersey Legends, a division of Authentic Studios, has partnered with The Intellectual Property Corporation, a part of Sony Pictures Television, on “Power Moves”, a new six-episode docuseries on footwear and clothing brand Reebok that will begin streaming globally on Netflix on June 4.
“Power Moves” Background
The series delivers a rare, all-access pass into the inner workings of Reebok’s rebirth, following O’Neal as he takes the reins as President of Reebok Basketball, with NBA icon Allen Iverson serving as Vice President. Shot at Reebok’s Boston headquarters and locations across the U.S., Power Moves explores the strategic plays, cultural shifts, and leadership dynamics driving the brand’s resurgence.
“Power Moves isn’t just about sneakers or titles. It’s about showing the work behind building something meaningful,” said Shaquille O’Neal to Netflix. “This series shows the strategy, setbacks, and wins of what it really takes to lead a brand you love. Reebok gave me my start, and now I get to help write its next chapter.”
Beyond boardrooms and brand strategy, the series also documents key milestones like Reebok’s first NIL signing under O’Neal—WNBA star Angel Reese—and grassroots initiatives to reconnect with the next generation of athletes and communities. It paints a portrait of a brand in transformation, led by two legends with a vision rooted in authenticity, culture, and purpose.
“There’s a powerful shift happening at Reebok right now, and Power Moves lets the world experience it with us,” said Todd Krinsky, CEO of Reebok. “This isn’t just a comeback, it’s a cultural movement, fueled by purpose, passion, and the kind of leadership that inspires real change. Jersey Legends saw that spark and knew this was the moment to capture. What Shaq, Allen, and our team are building is electric, and this series brings viewers inside the heart of it, as it happens.”
O’Neal’s journey with Reebok began in 1992, when the brand signed him at the start of his NBA career, sparking one of the most influential athlete-brand partnerships in sports. Iverson joined in 1996, launching the iconic Question and Answer sneaker lines. Together, they aim to write a new chapter for Reebok—one that blends legacy with innovation.
After a decline in market relevance and an underwhelming stint under Adidas’ ownership, Reebok’s revival began in earnest in 2021, when it was acquired by Authentic Brands Group. As a shareholder in Authentic, O’Neal played a central role in the transition and was officially appointed President of Reebok Basketball in September 2023, with Iverson named Vice President.
“Power Moves” is executive produced by Shaquille O’Neal, Colin Smeeton, Mike Parris, Eli Holzman, Aaron Saidman, and Jamie Renberg, with Ian Gelfand serving as showrunner. Set to premiere on June 4, the series promises to deliver not just a comeback story, but a movement built on leadership, culture, and heart.
