In a historic move, retired NBA icon Shaquille O’Neal has been appointed as the inaugural president of Reebok’s basketball division.
The company made the major announcement on Thursday, reports CBS News.
Alongside O’Neal, former NBA star Allen Iverson will join the company in the capacity of vice president of basketball for the brand.
According to Reebok, the new roles are part of the brand’s strategy to reestablish its presence in professional performance basketball.
“We are thrilled to be expanding upon our partnership with Shaquille with this historic appointment,” said Reebok CEO Todd Krinsky. “With the combination of his deep-rooted history with Reebok and reigning influence he’s made on the game, there is no one better than this guy to take the helm and lead our brand back to reclaiming its rightful place and dominance in basketball.”
A news release details that, as part of the new role, O’Neal will lead Reebok’s basketball strategy while also working to build partnerships with teams and athletes.
Meanwhile, in his new role, Iverson will “drive player recruitment, grassroots and community-based initiatives, and athlete activations like the Iverson Classic.”
O’Neal has been connected to the brand for several decades — which includes his endorsement deal with Reebok ahead of his rookie season in 1992. Iverson also has a longtime partnership with the brand.
Shaq shared his excitement about the announcement in a statement, with the icon saying, “We’re back, baby! Get ready.”