Reebok has officially launched its "We Rise" marketing campaign, signaling a strategic effort to re-establish the brand’s footprint in performance basketball. Following the January 2025 release of the Engine A—its first performance basketball shoe in over a decade—the company is leveraging a roster of emerging NBA and WNBA talent to mirror its own comeback trajectory in the competitive athletic footwear market.
Reebok’s Strategic Return to Basketball
Reebok is positioning its return to the hardwood as a long-term project rather than a sudden pivot. According to Jide Osifeso, head of basketball at Reebok, the brand is currently in the "infancy" of its basketball resurgence. The "We Rise" campaign, which features a black-and-white cinematic spot, serves as a formal declaration of intent.
The campaign builds upon the "Comm. One" initiative launched in March. While "Comm. One" focused on setting an intention for the brand’s re-entry, Osifeso told Adweek that "We Rise" represents the company being "in motion." The promotional content will roll out across social media platforms, paid digital media, and out-of-home advertising.
Developing a Roster of Emerging Talent
Reebok’s current athlete recruitment strategy mirrors the playbook it used in the 1990s, when the brand signed then-rookies Shaquille O’Neal and Allen Iverson. Today, the company is focusing on young, high-potential players rather than established veterans.
The current "Team RBK.B" roster includes:
- Darius Acuff Jr.: Sacramento Kings rookie.
- Nate Ament: Milwaukee Bucks rookie.
- Matas Buzelis: Chicago Bulls player with two years in the league.
Osifeso notes that the company avoids traditional scouting and analytics-heavy recruitment. Instead, the team builds relationships with players as early as high school, prioritizing a "homegrown" approach. By signing athletes who are still proving themselves at the professional level, Reebok aims to create an authentic narrative of shared growth between the brand and its sponsored talent.
Investing in the WNBA
A central pillar of Reebok’s basketball strategy is its commitment to the women’s game. Lauren Betts, a Washington Mystics rookie and former UCLA national champion, serves as a primary representative for the brand.
Reebok’s focus on the WNBA coincides with the league’s record-breaking viewership during its 2025 season. The company has previously signed high-profile WNBA talent, including Angel Reese and Lexie Brown, to promote the Engine A shoe. According to Osifeso, supporting female athletes is a "major tentpole" for the brand’s future, as it seeks to platform players who influence culture both on and off the court.
Key Takeaways
- Product Milestone: The Engine A, released in January 2025, marks Reebok’s first performance basketball shoe in more than 10 years.
- Campaign Intent: "We Rise" transitions the brand from the planning phase of its basketball comeback to active market engagement.
- Recruitment Strategy: Reebok focuses on signing young, high-potential rookies rather than using data-driven scouting, aiming to grow alongside its athletes.
- WNBA Commitment: The brand continues to prioritize female athletes, citing their significant impact on modern sports culture and the rising popularity of the WNBA.