Reebok spent the bulk of the last decade outside of the hardwood, becoming an afterthought to then-parent company, Adidas, in the world of performance hoops. The last two years, however, has seen the brand make a concerted effort to return to the court. This week, the heritage company announced Jide Osifeso as the head of its basketball operations.
Sitting underneath the President and Vice President duo of Shaquille O'Neal and Allen Iverson, Osifeso has been quietly working in his new role for Reebok Basketball since June 2024. Promoted from Senior Director of Marketing–Footwear and Product Management, the creative director now oversees all of the division.
As evidenced by his own label, HYMNE, Osifeso has a keen eye for visually-compelling aesthetics, which tend to center around the Black experience and elevated street fashion. Collaborations between HYMNE and Reebok have reimagined classic silhouettes through a premium lens.
"Jide is a creative visionary with a bold and thoughtful approach," shared O'Neal in a statement. "We are excited about the impact he will have on Reebok from a creative leadership and brand purpose perspective. Jide understands the value of our rich heritage and how he can build on that to take Reebok in powerful new direction."
If you've been following the Reebok Basketball Instagram account, you've likely noticed a shift in art direction over the last year. With Osifeso's vision, the brand has had a successful launch of the Reebok Engine A, its first performance-oriented basketball shoe in over a decade, back in February. Signees the likes of Angel Reese and Darius Acuff Jr. have also helped the institution connect with younger audiences, promising to deliver a taste of the irreverent attitude for which it was known throughout the 1990s and early 2000s.
Osifeso's previous work includes merch for Kendrick Lamar and SZA, and Jordan Peele's Nope film.
For more hoops-ready footwear, check out the Nike Basketball catalog.
Read These
Keep ScrollingServing up your next slice of heat