The Shaq Effect: Shifting a Generational Needle

First things first: why is Reebok making a docuseries? The short answer: a brilliant marketing strategy. Ask any executives now, docuseries enable brands to connect with their customers on a more human level. From pharma giants like Sanofi Genzyme and Johnson and Johnson to tech leaders like Apple, HP, and others are leaning on docuseries to help generate brand awareness.

But what will set Power Moves apart from others is that it’s more than just about Shaq and the revival of Reebok. The series highlights how O'Neal is leveraging his platform to promote diversity and inclusivity in sportswear, featuring collaborations with Black icons.

Shaq and Iverson’s focus on bringing Black culture back

Shaq and Iverson, since taking over the leadership role, have tried to get Reebok back to its roots. The Hoop and hip-hop culture. Shaq said in an episode of ‘Sneaker Shopping With Complex’, “We know Jay-Z. Jay-Z, if you (are) watching, we wanna holla at ya.” Then, once again, Shaq reiterated, “50 [Cent], when I call you, holla.” It’s a nod to the golden days of Reebok, as the data below shows.

But make no mistake: Shaq is not just latching onto history. He might tap into nostalgia with Jay-Z and 50 Cent's signature sneaker line tease. But they are completely focused on the future.

These signings of young athletes highlight his commitment to bringing Reebok back to its previous place, or the one that he calls the ‘rightful’ place: the crown of hoop culture. In fact, Shaq has also brought his son, Shareef, letting him design the sneakers and the apparel, in line with the current trends in the basketball world.

Reebok, in its heyday, was a powerhouse. Shaq and Iverson’s signature lines helped place the brand at the center of black culture, which they carried on till the early 2000s with 50 Cent and Jay-Z. Now, the four-time NBA champion wants to return the brand to its epicenter, and signing future stars is the first step towards that.

Then there is also another important factor: as the President of Reebok’s basketball front, Shaq has the responsibility to provide opportunities for Black athletes that he never got. And Shaq’s commitment to his roots has never been in doubt.

Shaq’s commitment to the Black community

Shaq has time and again extended his hands in support of his community before:

Moreover, as the majority stakeholder in ABG, the NBA legend has pushed for more inclusive marketing and better representation of Black athletes and cultural icons. Given Shaq’s deep connection with the Black community, Power Moves will inspire the next generation of young ballers to transition into successful businessmen after their NBA careers.

At the same time, it also shows how Shaq built a brand image of his own, despite hailing from a minority community. It’s not just a documentary on the Big Man, it’s a tool to empower countless others who look up to him.

In July 2024, Knicks legend Chris Bernard founded Rebrand, a business strategy firm for athletes. One of his first projects was collaborating with Dorell Wright and Dwyane Wade on a non-profit initiative called Ace Members Only, aimed at increasing inclusivity in golf.

Bernard looped in Jared Zwerling, the founder of CloseUp 360, who is also from Miami. Zwerling explained, “Ace Members Only was a great way to bring more diversity, inclusion into golf. Really inspire more black, young golfers from underprivileged areas to get into the game of golf, and seek happiness and opportunity through golf.”

Recent data from the National Golf Foundation reveals that interest in the sport among historically marginalized communities has been growing:

The numbers evince a positive change among recreational golfers. However, entry to the professional arena is not a walk in the park. Aspiring pros are required to grind through mini-tours and feeder tours, where they barely break even. Without securing sponsorships and financial backing, it’s hardly a viable option. So, despite what Steph Curry’s Underrated Golf Tour, Woods’s TGR, and APGA’s initiatives have achieved, the accessibility barrier remains:

That problem was clear to the duo from the very start. Indeed, in an interview, Wade said, “It’s only because we’ve been able to get out of our communities, travel the world, experience and meet people, and then be able to play this beautiful game.”

So, when they launched Ace Members Only, they chose Miami Springs as the venue. It’s the first golf course in Florida to open up to black individuals. Jackie Robinson, the first black baseball player in the modern era, also played golf here.

Zwerling worked closely with Wright and Wade to highlight the project, its aims, and goals. “They brought all their friends together from Alonzo Morning to Quinton Richardson, to Jason Richardson, and other NBA athletes, NFL, and women’s pro golfers came too.”

Ace Members Only wants to:

Their inspiring journeys, Wade and Wright hope, will influence others to take up the sport. By leveraging storytelling, they are highlighting their mission of bringing inclusivity and diversity to the sport. It also shows the power of athlete-led cross-sports ventures. The first product of that collaboration is available now–you can check it out here.