Shaquille O'Neal's Jersey Legends, a division of Authentic Studios, has partnered with The Intellectual Property Corporation, part of Sony Pictures Television, to present Power Moves, a new six-part docuseries about the Reebok footwear and apparel brand, premiering globally on Netflix on June 4.
Power Moves offers a comprehensive look at O'Neal's latest and most daring venture yet: assuming the presidency of Reebok Basketball and leading the iconic brand's comeback alongside Vice Chairman and fellow NBA legend Allen Iverson. Filmed at Reebok's Boston headquarters and across the U.S., the series chronicles Reebok's cultural resurgence under O'Neal and Iverson's leadership.
Star: Shaquille O'Neal
The docuseries also explores how the team is shaping the future of the sport through strategic decisions, such as signing WNBA star Angel Reese to Reebok's first NIL contract following O'Neal's appointment, and the development of new initiatives aimed at connecting with young athletes and communities.
Power Moves executive producers included O'Neal, Colin Smeeton, Mike Parris, Eli Holzman, Aaron Saidman, and Jamie Renberg, with Ian Gelfand serving as showrunner.
According to 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, the setbacks, and the triumphs of what it truly 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 before his rookie NBA season, kicking off what would become one of the most impactful athlete-brand partnerships in sports history. Before he and Iverson took leadership roles, the company had suffered nearly two decades of decline. During the 1980s and 1990s, it was a major force in the sportswear industry, challenging Nike's dominance. However, in 2005, Adidas acquired Reebok for $3.8 billion in an attempt to consolidate its presence in the U.S. market, forging a partnership that never materialized. Over time, the company lost market share to competitors, losing relevance in the marketplace. The turnaround began when Adidas sold Reebok to Authentic Brands Group, known for its ability to revitalize storied brands, in 2021.
O'Neal, a shareholder in Authentic, played a key role in the acquisition and was named 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 chairman at the same time.
"A powerful shift is happening at Reebok right now, and Power Moves is allowing the world to experience it with us," said company CEO Todd Krinsky. "This isn't just a comeback; it's a cultural movement, driven by purpose, passion, and the kind of leadership that inspires real change. Jersey Legends saw that spark and knew it was time to capture it. What Shaq, Allen, and our team are building is electrifying, and this series takes viewers into its essence, in real time."
EP Smeeton, O'Neal's longtime business partner and president of Authentic Studios, added, "This series reveals the essence, chaos, and creativity behind this comeback. It's not just about basketball or business; it's about Shaquille and Allen doing things their way."
Jersey Legends, a multimedia company founded in 2020 by O'Neal and Mike Parris, was behind the Emmy-nominated HBO docuseries Shaq, which chronicles O'Neal's rise to stardom. The company also previously produced Queen of Basketball, a documentary short that won an Oscar in 2021.
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