EXCLUSIVE: Shaquille O’Neal’s Jersey Legends, a division of Authentic Studios, has partnered with The Intellectual Property Corporation, a part of Sony Pictures Television, on Power Movesa new six-episode docuseries on footwear and clothing brand Reebok that will begin streaming globally on Netflix on June 4.
Power Moves offers an all-access look at O’Neal’s latest and boldest endeavor — stepping into the role of President of Reebok basketball and leading the iconic brand’s comeback alongside Vice President and fellow NBA legend Allen Iverson. Filmed at Reebok’s Boston headquarters and all across the U.S., the show chronicles Reebok’s cultural revival under O’Neal and Iverson’s leadership.
The docuseries also explores how the team is shaping the future of the game through strategic moves like signing WNBA star Angel Reese to Reebok’s first NIL deal after O’Neal’s appointment, and developing new initiatives aimed at connecting with young athletes and communities.
Watch a trailer above.
Exec producers on Power Moves included O’Neal, Colin Smeeton, Mike Parris, Eli Holzman, Aaron Saidman, and Jamie Renberg, with Ian Gelfand serving as showrunner.
Per O’Neal, “Power Moves isn’t just about sneakers or titles. It’s about showing the work behind building something meaningful. 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.”
O’Neal’s relationship with Reebok began in 1992 when the brand signed him ahead of his rookie NBA season, launching what would become one of the most impactful athlete-brand partnerships in sports history. Before he and Iverson took on leadership roles, the company had endured nearly two decades of decline. Over the course of the ’80s and ’90s, it was a major force in athletic wear, challenging Nike’s dominance in the space. However, in 2005, Adidas acquired Reebok for $3.8 billion in an attempt to strengthen its foothold in the U.S. market, forging a partnership that never quite clicked. The company lost market share to competitors over time, receding from relevance in the marketplace. The turnaround began when Adidas sold Reebok to Authentic Brands Group — known for its ability to revive legacy brands —in 2021.
An Authentic shareholder, O’Neal played a key role in the acquisition and was appointed President of Reebok Basketball in September 2023. Iverson, who joined the brand in 1996 and helped build the legacy of the Question and Answer sneaker lines, was named Vice President at the same time.
“There’s a powerful shift happening at Reebok right now, and Power Moves lets the world experience it with us,” said the company’s CEO, Todd Krinsky. “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.”
Added EP Smeeton, a longtime business partner to O’Neal who serves as President of Authentic Studios, “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.”
A multimedia company formed in 2020 by O’Neal and Mike Parris, Jersey Legends was behind the Sports Emmy-nominated HBO docuseries Shaqchronicling O’Neal’s ascent to superstardom. Previously, the company also produced Queen of Basketball, a documentary short which won an Oscar in 2021.
