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 producing consumer products.
Iverson’s reputation as “The Answer” helped solidify his relationship with Reebok over 26 years, and after the brand was acquired by Authentic in 2022, the effort continues.
“Authentic and I share a commitment to being number one and accepting nothing less,” the NBA legend said in a statement. “Our shared values and their relentless drive to disrupt the branding industry make Authentic the ideal partner to take my brand to the next level.”
Coach Allen Iverson of 3’s Company poses for a photo with a fan during Week 5 of the BIG3 three-on-three basketball league at UIC Pavilion on July 23, 2017 in Chicago, Illinois.
Michael Hickey/BIG3/Getty Images
“Allen is a Hall of Famer and one of the most respected basketball players of all time,” added Marc Rosen, President of Entertainment at Authentic. “A pioneer on and off the court, Allen has paved the way for professional athletes today, and we see significant opportunities to build on that success.”
Authentic is described as dedicated 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 early days with Reebok with GQ as one of the magazine’s first inductees into its Style Hall of Fame.
“Coach [John] Thompson was a member of Nike’s board of directors. They had a deal on the table and Reebok had a deal on the table. Nike’s was about five years, $10 million. And Reebok’s was for $50 million. When I told Coach Thompson, I was like, ‘Man, I’m telling you this because you’re on the board.’ He basically said, ‘Man, if you don’t get the stupid sh*t out of my face. That’s nonsense, son. Get the hell out of my office.’
“I mean, Reebok has always been loyal to me. It’s the most amazing player-brand relationship you could ever imagine. I have never tried to market and promote me in a way that would make me uncomfortable or change who I am. They keep coming away from who I am against trying to make me into something I’m not. I am still with them and will be with them forever.”