Under Shaquille O’Neal’s Leadership, Reebok’s Kobe Bryant Decision Continues Imitation of Michael Jordan’s Brand Strategy

2023 has been a generous year for sneaker fans. Moreover, for Kobe Bryant fans, doubly so. Due to Vanessa Bryant permitting to restart, the name has seen a remarkable resurgence. Now, the newly revived Reebok brand under the stewardship of Shaquille O’Neal, is looking to cash in on the popularity as well. While the brand’s philosophy is very Michael Jordan-esque, the latest piece might be a stark example of that emulation.

The Kobe Bryant Reebok Question Mid “Free Agency” was an exclusive during the 2002-03 season but was later discontinued. Now, with Shaq proclaiming a return to the MJ model, the shoe is also making a comeback. While a far cry from Shaq’s affordable Dunkman line, the pair comes with a price tag of $170, with a release date of January 12th, 2024. But how did lifelong Nike client Kobe get a Reebok deal in place?

While Bryant’s contractual obligations were with the Los Angeles Lakers, he was a free agent in the sneaker market early in his career. Only the best of the best got an opportunity to have their own sneakers. For the emerging Kobe Bryant, it was a chance like no other. However, a young Black Mamba took time to make that decision. As a result, many unusual companies also made ties with Bean, including Reebok.

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While the iconic release brings a ton of fanfare, it is also a startling example of O’Neal’s commitment to strategy. With the basketball origins of the shoes, and ties to his 3-time Championship-winning teammate, Shaq was instrumental in making the dream a reality. However, simultaneously, it follows the same ideology that the big man had plans to emulate. One set by the sneaker GOAT and Chicago Bulls legend, Michael Jordan.

The Kobe Bryant Reebok – a Michael Jordan special?

Despite his modern personality, the 4x NBA Champion does understand the value of nostalgia when it comes to sneakers. Because it is a pattern he has seen give the Jordan brand unparalleled success. As a result, the Hall of Famer is taking the same approach for Reebok.

After the brand saw a successful restart under Allen Iverson and O’Neal, their plan was for “new things”. However, the big man has the Jordan structure in mind. “I’m like ‘Jordan don’t do new stuff.’ Jordan still sells old stuff.”

With a rare and memorable piece like the Kobes, the strategy is off to a flying start. Could new leadership and a new model give Reebok a major claiming stake?

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