Reebok has tapped collaborator Jide Osifeso as head of basketball. The company said Osifeso will oversee all facets of the division, with an emphasis on creative direction.
He will also work with the brand to build out cross functional partnerships outside of the basketball space and will continue his collaboration with Reebok through his own label Hymne, which he founded in 2016.
Osifeso joined Reebok in 2020 in a creative direction capacity and has contributed to several of its creative efforts, including the direction of the “CrateMaster” film in 2021 and directing the “Life Is Not a Spectator Sport” campaign in 2022.
You May Also Like
Related Articles
He has also done creative work with Reigning Champ and ventured into film with a capsule for Jordan Peele’s “Nope” alongside actor Daniel Kaluuya.
With Reebok, the company said 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 is 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 successful inaugural launch.
“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 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.