Jide Osifeso Joins Reebok as Head of Basketball
Reebok are stacking their roster as they return to the hardwood.
The brand have named as Head of Basketball, tapping into his revered creative vision and long-running ties with the label. Osifeso joins Shaquille O’Neal and Allen Iverson (Reebok’s president and vice president of basketball) as the imprint continues to reclaim its presence in the game.
Osifeso has previously worked with premium athletic wear label Reigning Champ, and also created a capsule for Jordan Peele’s 2002 film Nope alongside the movie's leading actor Daniel Kaluuya.
Osifeso first linked up with Reebok in 2020, stepping in on the creative side. Since then he’s played a role in shaping some of the brand’s key projects, helping guide the CrateMaster film in 2021 and directing the 'Life Is Not a Spectator Sport' campaign the following year.
Speaking on the news in a statement, O’Neal said: 'Jide is a creative visionary with a bold and thoughtful approach. 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 a powerful new direction.'
Under Osifeso, the brand is set to produce a short film that delves into the brand’s new narrative and showcases its re-emergence in basketball culture. The team is also focused on the 2026 footwear line, aimed at elevating the 'Bok's position in the performance field. In addition, Osifeso will oversee the release of WNBA star Angel Reese’s second collaboration, following the success of her inaugural release.
'My aim is to honour the legacy of Reebok basketball’s lineage with a study of the sport and its contribution to culture both on and off the court,' Osifeso says.
Keep it locked to Sneaker Freaker for more updates on Reebok’s latest moves in the basketball world.