Reebok Is the Latest Brand to Partner With the WNBA, Signing Multiyear Deal To Be an Authorized Footwear Supplier
The WNBA has never been hotter and Reebok wants in.
On Thursday, Reebok and the WNBA announced a multiyear partnership, with the athletic brand becoming an authorized footwear supplier for the league.
“It’s an exciting time for Reebok, the WNBA and the game of basketball overall,” Reebok Basketball president Shaquille O’Neal said in a statement. “Reebok has always been committed to supporting the growth of the sport, and now with a strong plan, the right resources and the welcoming arms of the WNBA, we’re ready to dive in headfirst with everything from product to players and more.”
In an email to FN, Reebok confirmed that this is kicking off a strategic partnership with the WNBA for future activation and marketing opportunities, in addition to now being able to outfit its athletes in Reebok footwear on court without restrictions.
Reebok has increased its efforts in basketball as of late, starting with naming O’Neal president of Reebok Basketball and Allen Iverson as vice president in October 2023. However, its most notable move in the sport was the signing of Angel Reese — the 2024 FNAA Style Influencer of the Year — in October 2023.
Reebok has empowered Reese to explore her more fashionable side, most notably with her Reebok by Angel collection in August, and tapped her to reveal a new performance shoe, the Engine A, also in August. What’s more, Reebok will release Reese’s first-ever signature shoe in 2026.
Aside from Reese, Lexie Brown of the Los Angeles Sparks has also been a longtime ambassador of the brand.
“Reebok has been such an amazing partner and advocate for women in sport,” Reese said in a statement. “As strong female athletes, we can use our platform to set an example for young players coming up in the sport. I’m happy to see the WNBA and Reebok supporting one another because I know that together we’re so much stronger and our reach is so much further.”
Though Reebok is the latest brand to do a deal with the WNBA, it’s not the only athletic powerhouse aligned with the league.
For instance, Nike announced a contract extension in October with the WNBA, as well as the NBA and the NBA G League, to become the official apparel and uniform provider through 2037. The 12-year extension, Nike confirmed in a statement, includes merchandising, outfitting, marketing and content partnerships. It also includes a new joint membership program for fans across the leagues and an investment in programs to make basketball and athletics more accessible to youth of all backgrounds.
And in July, New Balance and the WNBA announced a multiyear agreement aimed “at elevating women’s sports and inspiring the next generation of fans and athletes alike.” Not only did New Balance become an official partner of the WNBA, but New Balance confirmed it will create broadcast, digital and retail content as part of the deal that features Cameron Brink, one of the stars of the 2024 WNBA draft class. The statement further explained that the partnership will allow for Brink to “continue empowering young athletes to fearlessly overcome obstacles and pursue their dreams, both in basketball and in life.”
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.