Reebok Ties Its Basketball Comeback to a Class of Rising Stars

Reebok is linking its basketball comeback to a campaign built around rising talent. In January 2025, the company introduced its first performance basketball shoe in over a decade, the Engine A, and followed with the “We Rise” campaign as part of its return to the sport. Reebok says it is still early in the process, and Jide Osifeso, head of basketball at Reebok, described “We Rise” as taking shape into motion. The ads feature Team RBK.B, including NBA rookies Darius Acuff Jr. and Nate Ament and WNBA rookie Lauren Betts, with a voiceover by rapper Tobe Nwigwe over slow-motion footage. The campaign expands from social to paid media and out-of-home. Reebok also highlighted its strategy of selecting players as personal fans rather than using scouts or analytics, and it referenced the company’s history with Shaquille O’Neal and Allen Iverson.