Reebok has appointed longtime collaborator Jide Osifeso as Head of Basketball, tasking him with leading all aspects of the division, particularly its creative direction.
In addition to his role within basketball, Osifeso will help forge cross-functional partnerships beyond the sport. He’ll also continue collaborating with Reebok through his own label, Hymne, which he founded in 2016.
Since joining Reebok in 2020 as a creative director, Osifeso has played a key role in shaping several initiatives, including contributing to the 2021 “CrateMaster” film and directing the 2022 “Life is Not a Spectator Sport” campaign.
His creative portfolio extends beyond Reebok, with work for Reigning Champ and a film capsule created for Jordan Peele’s Nope, in collaboration with actor Daniel Kaluuya.
With Reebok, the company said that Osifeso will bring this vision forward by “nurturing a community-driven culture” and focusing on the intersection of street style and athletic performance.
Led by Osifeso, the Reebok basketball team are currently producing a short film that will dive into the brand’s fresh narrative and showcase the brand’s reemergence in basketball culture, while simultaneously designing Reebok’s 2026 footwear line. This includes the brand’s first signature shoe, set to elevate Reebok’s status in the performance footwear category. Osifeso will also lead the release of WNBA star Angel Reese’s second sneaker with the brand, following a highly successful inaugural release.
“Jide is a creative visionary with a bold and thoughtful approach,” Shaquille O’Neal, President of Reebok basketball, said in a statement. “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 powerful new direction.”
Reebok has a storied history in basketball culture, notably with iconic figures like O’Neal and Allen Iverson, who helped shape the brand’s reputation as a pioneer at the intersection of sport and style. Both Iverson and O’Neal – who were recently named President and Vice President of Reebok basketball, respectively – will work alongside Osifeso on the basketball initiative. The new Reebok Basketball will honor their legacy by blending classic Reebok elements with contemporary cultural sensibilities.
“My aim is to honor 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 added.
