“Now,” Mr. O’Neal mentioned, “it’s bloggers, emcees, athletes, designers.”

On the N.B.A.’s All-Star weekend in February, as Mr. O’Neal and Mr. Iverson made the rounds sporting Reebok varsity jackets that had been customized with their respective titles, Reebok launched an N.B.A.-themed collaboration with Victor Solomon, the Los Angeles artist. (The jackets had been Mr. O’Neal’s thought.)

Star gamers, although, are nonetheless a useful piece of the puzzle, and Reebok made an instantaneous, and considerably shocking, first splash again in October by partnering with Angel Reese, probably the most fashionable younger gamers within the ladies’s recreation. A former all-American at L.S.U., Ms. Reese just lately joined the Chicago Sky of the W.N.B.A. as a first-round draft decide.

Mr. O’Neal first met Ms. Reese when he accompanied his daughter Me’Arah, a high highschool prospect, on a recruiting journey to his alma mater. Although Ms. O’Neal later dedicated to the College of Florida, her father turned one thing of a mentor to Ms. Reese.

“She’s like a daughter to me,” Mr. O’Neal mentioned. “She’s fearless. She’s herself.”

Reebok, at Mr. O’Neal’s behest, signed Ms. Reese to an N.I.L. deal in October, making her the primary participant, man or girl, to be sponsored by the corporate within the Shaq period.

“Nobody was anticipating a university participant, and nobody was anticipating a girl,” Ms. Reese mentioned in an e mail, including, “The world’s overwhelmingly optimistic response to it meant a lot to me.”

Mr. Krinsky described Ms. Reese as a “provocative” presence who suits with the corporate’s ethos of being disruptive. He cited Reebok’s 2001 collaboration with the rapper Jadakiss, who filmed a commercial to advertise the discharge of Mr. Iverson’s signature sneaker, the Reply V. The industrial was completely timed because the N.B.A. was leaning into its reference to hip-hop and Black tradition, a shift led by gamers like Mr. Iverson.



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