Some players move the needle on the court, and a small number of players move the needle both athletically and culturally.
With his tattoos, braids, and swag, Allen Iverson was not just a player but a cultural symbol. He embodied the NBA’s evolving relationship with hip-hop culture, particularly during the transition between NBA generations, where he was a catalyst for change.
Everything about Iverson screamed Nike. He was an industry disruptor. He played at Georgetown, where head coach John Thompson II was under Nike’s thumb.
Can you imagine telling Jordan Brand, “Thanks, but no thanks”? Iverson did that when he turned down Nike to sign with Reebok.
“They [Nike] had a shoe, but I was convinced when I went in the meeting with Reebok that that’s what I wanted to do,” said Iverson. They were great salespeople, and they made me comfortable about getting to where I’m at right now with the company.”
Last year, Reebok took another swing at a player who has a strong, independent personality who resonates on and off the court.
