Reebok has named Jide Osifeso, founder of the contemporary menswear label Hymne, its new head of basketball.
Osifeso has an ongoing partnership with Reebok and “quietly entered the role in spring 2024,” according to a report from Business of Fashion, and oversees all facets of the company’s basketball division working alongside Shaquille O’Neal and Allen Iverson, the former NBA stars who serve as president and vice president, respectively, of Reebok’s basketball category.
“Reebok’s been out of basketball for over a decade, so now it almost feels like we have this start-up mentality,” Osifeso said in a media release obtained by Business of Fashion. “What’s fundamental is asking what basketball means to the culture today and whether the kids, who have no recollection of what this brand was in the past, would want from us.”
Reebok re-entered the basketball category following its acquisition by Authentic Brands Group in 2022.
Image courtesy Reebok x Jide Osifeso
