Shaquille O’Neal and Allen Iverson bring Reebok’s comeback to life in new Netflix sports series

Shaquille O’Neal and Allen Iverson are teaming up for a new Netflix docuseries. The NBA legends are leading Reebok’s return to relevance, and their bold, behind-the-scenes journey will be front and center in the new Netflix docuseries Power Moves, premiering globally on June 4, 2025. While the trailer already got traction among basketball fans and sneakerheads, the team-up of the duo makes the show highly anticipated.This six-part series, produced by Shaquille O’Neal’s own Jersey Legends (a division of Authentic Studios) in collaboration with The Intellectual Property Corporation, promises to be more than just another sports documentary.It’s a close-up look at the real-time transformation of Reebok, from a fading athletic brand to a revived cultural force. Viewers will follow Shaq and Iverson— now President and Vice President of Reebok Basketball— as they reshape the future of the company from its Boston headquarters, with the goal of making it a staple in sports and streetwear once again.“Power Moves isn’t just about sneakers or titles. It’s about showing the work behind building something meaningful,” said O’Neal. “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.”The company signed O’Neal as a rookie in 1992, launching one of the most iconic athlete-brand partnerships in NBA history. Iverson followed in 1996, with his signature "Question" and "Answer" lines becoming staples of basketball culture. Now, nearly three decades later, both are at the helm as Reebok eyes a serious comeback.“There's a powerful shift happening at Reebok right now, and Power Moves lets the world experience it with us,” said Reebok CEO Todd Krinsky (via Deadline). “This isn't just a comeback, it's a cultural movement, fueled by purpose, passion, and the kind of leadership that inspires real change.”The series will also explore Reebok's new direction in the athlete space, including key moments like signing WNBA star Angel Reese to the brand’s first NIL deal under O’Neal’s leadership. From creative brainstorms and product development to high-stakes pitches and court-side appearances, Power Moves offers viewers unfiltered access to a legacy brand in transition.Executive Producer Colin Smeeton, President of Authentic Studios, described the show as a raw look at what revival really looks like. “This series pulls back the curtain and shows the heart, the chaos, and the creativity behind this comeback. It’s not just about basketball or business— it’s about Shaquille and Allen doing it their way.”Also Read: “DELETE THIS S*IT” — Stephen A Smith’s hilarious reaction while cheering for New York Knicks backfired, as fans turned it into a series of memesWith its roots in the '80s and '90s sneaker wars, Reebok was once a serious rival to Nike. But after a turbulent acquisition by Adidas in 2005, the brand struggled to maintain its identity. That changed when Authentic Brands Group took over in 2021.