Throughout the nineties and into the mid-2000s, there may not have been a more iconic basketball brand than Reebok, the company responsible for some of the sport's most iconic models.
But come the 2010s, and the brand's connection to the hardwood faltered, falling behind their competition as names like LeBron James, James Harden, Stephen Curry, and Russell Westbrook choosing to represent competitor's brands.
With Reebok's basketball division needing a major refresh, they called upon two of their biggest names - Shaquille O'Neal and Allen Iverson - in an effort to revitalise the cultural touchstone, a process which is depicted in Netflix's latest documentary series.
New Netflix show reveals how Shaquille O'Neal, Allen Iverson saved Reebok basketball
Netflix's new show 'Power Moves with Shaquille O'Neal' details how the brand tapped Shaq and fellow Hall-of-Fame player Allen Iverson to save their basketball division.
The new release shows O'Neal and Iverson's return to their brand, and their search for a star player for the next generation - one they have seemingly found in WNBA icon Angel Reese.
"There’s a powerful shift happening at Reebok right now, and Power Moves lets the world experience it with us," Reebok CEO Todd Krinsky said ahead of the show's release.
"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."
Alongside Reeese's signing, the brand also released their newest performance model, the Engine A, which Australian hoops fans may recognise as having been worn by Adelaide 36ers star and former NBA Sixth Man of the Year Montrezl Harrell.
Power Moves with Shaquille O'Neal debuts on Netflix Thursday, June 5, ahead of the NBA Finals and as the WNBA season unfolds.