Reebok has secured Shaquille O’Neal as Australian ambassador, bringing the sporting star to the market over coming years and relaunching the Shaq Attack sneaker.
O'Neal has already formalised the agreement with a Reebok activation at JD Sports, where he met Sydney-based fans.
The partnership comes after Brand Collective added Reebok to its portfolio in April this year, taking the group’s brand count to 27.
O’Neal, also known as “Shaq,” will be featured in Reebok’s 'Life is Not a Spectator Sport' marketing campaign, joining Australian artists, athletes and celebrities to premote active living.
Reebok’s ‘Life is Not a Spectator Sport’ campaign will launch in 2023.
To mark the ongoing partnership, Reebok and Shaq have launched a limited run of the ‘Shaq Attack’ shoes.
It has been 30 years after the original Shaq Attack was launched.
The Shaq Attack, which retains the original colourway, is stocked online at Reebok and priced at $289.95.
Reebok Australia brand director Ash Sampson said the partnership is a strategic move for the brand.
“Reebok Australia is honoured to partner with Shaquille O’Neal.
"Shaq is a legend, a long-time Reebok brand ambassador and an icon that resonates with all generations.
"Shaq personifies participation in life and is the perfect partner to tell our Life is Not a Spectator Sport message.”