Allen Iverson has announced a partnership with Reebok owner Authentic Brands Group (Authentic) to expand his footprint in fashion and entertainment. Through the deal, Authentic will focus on growing Iverson’s entertainment business, securing new endorsements and strategic partnerships, as well as manufacturing consumer products.
Iverson’s reputation as “the answer” helped solidify his relationship with Reebok through 26 years, and after the brand acquired Authentic in 2022, the effort continues.
“Authentic and I share a commitment to being number one and will not accept anything less,” the NBA legend expressed in a statement. “Our shared values and their relentless desire to disrupt the branding industry make Authentic the ideal partner to take my brand to the next level.”
“Allen is a Hall of Famer and one of the most recognizable basketball players of all time,” added Marc Rosen, President of Entertainment at Authentic. “A pioneer on and off the field, Allen paved the way for today’s professional athletes, and we see significant opportunities to build on that success.”
Authentic describes itself as a commitment to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences.
The 11-time NBA all-star shared more about his approach to fashion and his beginnings with Reebok with GQ as one of the magazine’s first inductees into the Style Hall of Fame.
“Coach [John] Thompson was on Nike’s board of directors. They had a deal on the table and Reebok had a deal on the table. Nike was five years, $10 million. And Reebok’s was for 50 million dollars. When I told Coach Thompson, I said, ‘Man, I’m telling you this because you’re on the board.’ He basically said, ‘Dude, if you don’t punch me in the face with that stupid shit. That’s not smart, son. Get the hell out of my office.’
“I mean, Reebok has always been faithful to me. It’s the most amazing player-brand relationship you can think of. He never tried to advertise and promote me in a way that would make me uncomfortable or change who I am. They continue to reject what I am, resist the attempt to portray me as something I am not. I am still with them and will be with them forever.”