{"id":134473,"date":"2026-07-09T17:14:33","date_gmt":"2026-07-09T17:14:33","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/07\/09\/reebok-ties-its-basketball-comeback-to-a-class-of-rising-stars\/"},"modified":"2026-07-09T17:16:02","modified_gmt":"2026-07-09T17:16:02","slug":"reebok-ties-its-basketball-comeback-to-a-class-of-rising-stars","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/07\/09\/reebok-ties-its-basketball-comeback-to-a-class-of-rising-stars\/","title":{"rendered":"Reebok Ties Its Basketball Comeback to a Class of Rising Stars"},"content":{"rendered":"

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In January 2025, Reebok introduced its first efficiency basketball shoe, the Engine A, in over a decade. The corporate, as soon as a significant participant in Nineties and 2000s basketball tradition, nonetheless considers itself halfway by way of a full return to the game.<\/p>\n

Now the shoe model has launched a brand new marketing campaign, \u201cWe Rise,\u201d as a part of that homecoming.<\/p>\n

\u201cWe’re nonetheless in an infancy of types with our return to the sport however really feel like we\u2019ve discovered our footing. \u2018We Rise\u2019 is a message of us taking kind,\u201d Jide Osifeso, head of basketball at Reebok, informed ADWEEK.<\/p>\n

A brand new advert shot in black-and-white options Reebok\u2019s roster of expertise on Group RBK.B, together with NBA rookies Darius Acuff Jr. and Nate Ament and WNBA rookie Lauren Betts. A voiceover offered by rapper Tobe Nwigwe performs over slow-motion basketball footage.<\/p>\n

\u201cWe Rise\u201d builds on Reebok\u2019s earlier marketing campaign, \u201cComm. One,\u201d which launched in March with a cinematic spot<\/a> additionally narrated by Nwigwe.<\/p>\n

\u201cComm. One begins out with the phrases \u2018we rise,\u2019 which felt like setting an intention,\u201d Osifeso stated. \u201cWe are actually truly in movement.\u201d<\/p>\n

The spot will launch on social earlier than increasing to paid media, out-of-home, and social-first content material.<\/p>\n

Constructing a roster stuffed with potential<\/strong><\/h4>\n

Within the \u201890s, Reebok signed future superstars Shaquille O\u2019Neal and Allen Iverson as rookies. At this time, the corporate is working the identical playbook.<\/p>\n

Acuff Jr. (Sacramento Kings) and Ament (Milwaukee Bucks) haven\u2019t performed a daily season NBA recreation. Buzelis (Chicago Bulls) has two years within the league, whereas Yessoufou remains to be at St. John\u2019s. Their youth and potential are the purpose.<\/p>\n

\u201cThey nonetheless have lots to show, they\u2019re taking dangers, they usually\u2019re giving it their all,\u201d Osifeso stated. \u201cWe\u2019re in the very same boat as an organization. The adjacency of our enterprise and their careers is a enjoyable and fascinating exploration.\u201d<\/p>\n

Reebok doesn\u2019t use scouts or analytics to choose its gamers. As a substitute, Osifeso and his group decide gamers as private followers, constructing relationships that begin as early as highschool.<\/p>\n

\u201cSeeing them flourish and attain the professional ranks has been particular to observe,\u201d Osifeso stated \u201cI\u2019m at all times going to champion showcasing a dedication to homegrown expertise and the significance they maintain in Reebok Basketball\u2019s new period.\u201d<\/p>\n

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Embracing the WNBA<\/strong><\/h4>\n

Betts, a WNBA rookie for the Washington Mystics and nationwide champion whereas at UCLA, can be a part of Group RBK.B. Osifeso referred to as Betts a \u201cprime instance\u201d of how feminine athletes influence tradition.<\/p>\n

\u201cShe\u2019s so multifaceted and fascinating on the court docket however equally past basketball,\u201d Osifeso stated. \u201cShe actually exemplifies probably the most fascinating type of the trendy athlete.\u201d<\/p>\n

In March, Betts drew reward for an essay<\/a> about her private psychological well being struggles that was printed in The Gamers\u2019 Tribune.<\/p>\n

Supporting the subsequent era of feminine gamers is a \u201cmain tentpole\u201d in Reebok\u2019s technique, Osifeso stated. This coincides with the WNBA setting viewership records<\/a> throughout its 2025 season.<\/p>\n

\u201cWe began within the ladies\u2019s recreation and can proceed to put money into and platform feminine gamers,\u201d Osifeso stated, referring to signing WNBA gamers Angel Reese and Lexie Brown for the Engine A shoe launch.<\/p>\n<\/div>\n