In the world of sports marketing, some partnerships feel destined for greatness. When Angel Reese, the fiery and charismatic star fresh off a collegiate championship, signed a landmark endorsement deal with Reebok, it was heralded as one such moment. Backed by the immense presence of basketball legend and brand president Shaquille O’Neal, the collaboration was framed as a story of rebirth—for a legacy brand reclaiming its space and for a young athlete ready to build her own empire. It was a bold, strategic play. However, in the months that have followed, that promising narrative has veered into uncharted and turbulent territory, becoming one of the most scrutinized and debated deals in recent memory.

The initial partnership was a masterstroke of branding. In late 2023, Reese was one of the most sought-after names in sports. Instead of aligning with giants like Nike or Jordan, she chose a different path. She opted for Reebok, a brand that had been largely dormant in the competitive basketball shoe market for years. Her reasoning was both aspirational and tactical. She wasn’t interested in being just another name on a long list of superstars; she wanted to be the centerpiece. “With Reebok, I had the chance to help build something—to be a priority, not an afterthought,” she explained at the time.

The synergy seemed perfect. Reebok needed a fresh, dynamic face to lead its basketball revival, and Reese, with her “Bayou Barbie” persona and fierce competitive spirit, was the ideal candidate. The connection was deepened by Shaquille O’Neal, an icon of both the LSU Tigers and Reebok’s 90s glory days. He publicly championed Reese, comparing her potential impact to his own and that of Allen Iverson, another transformative figure for the brand. Reebok rolled out the red carpet, offering Reese significant creative input on her own signature shoe and apparel line, a level of control rarely granted to a young athlete. The stage was set for a triumphant return.

But as Reese transitioned to her professional career with the Chicago Sky, the brilliant glow of the partnership began to fade, replaced by the harsh glare of on-court reality. While she earned an All-Star selection in her rookie season, her performance has been defined less by highlights and more by a persistent and puzzling struggle with the fundamentals of the game.

Her difficulties have been most apparent in her finishing at the rim. For a 6’3” forward known for her tenacity, her inefficiency on layups has been staggering. At one point, her conversion rate on these basic shots dipped to an astonishingly low 31.5%, a figure that would be concerning for a novice, let alone a professional athlete at the highest level. This wasn’t a private struggle; it played out under the bright lights of national broadcasts. Commentators, tasked with analyzing the game, could be heard audibly stifling laughter or expressing sheer bewilderment, reactions almost unheard of in professional sports coverage.

The digital world has been even less forgiving. Clips of her missed shots became instant viral content, but not in the way any brand would hope for. Social media platforms were flooded with compilations of her misses, often set to circus music or edited with comedic sound effects. A single, now-infamous sequence against the New York Liberty saw Reese miss four consecutive putback attempts from point-blank range in just twelve seconds. That clip alone has been viewed millions of times, cementing a public perception that is diametrically opposed to the image of athletic excellence that performance brands sell.

For Reebok, this turn of events presents a monumental challenge. The company hitched its wagon to Reese, positioning her as the cornerstone of its basketball resurgence. A signature shoe, the ultimate symbol of an athlete’s marketability and on-court credibility, is slated for a 2026 release. But how do you market a performance basketball shoe for an athlete whose performance is the primary subject of ridicule? The aspiration that drives sales—the desire of a consumer to emulate their hero—is dangerously eroded when the hero’s most famous moments are bloopers.

Whispers within the industry suggest a growing sense of unease at Reebok. What was once a forward-thinking marketing campaign is now in a state of potential crisis management. Speculation is rampant. Some insiders believe the brand might be forced to pivot, shifting the Angel Reese signature shoe from a serious performance model to a “lifestyle” sneaker. This would reframe the product, emphasizing her cultural cachet and fashion sense over her on-court credibility. Others wonder if the brand might quietly delay the launch indefinitely or scrap it altogether, a move that would be a quiet admission of a failed gamble.

Ironically, while her athletic reputation has taken a hit, her star as a cultural and fashion figure has only burned brighter. In a stunning juxtaposition to the on-court narrative, Reese recently appeared on the cover of Vogue, a pinnacle of mainstream cultural acceptance. She was featured alongside other athletes who are blurring the lines between sport and style, a testament to her undeniable influence. Dubbed the “Bayou Barbie,” her glamorous looks, bold fashion choices, and massive social media following give her a powerful platform. “It’s always been both: basketball and fashion,” she told the magazine, speaking of her dreams of walking runways.

This duality is the crux of Reebok’s dilemma. In today’s influencer-driven economy, visibility and cultural relevance are powerful currencies. Reese has them in abundance. But for a brand like Reebok, whose very identity is rooted in athletic performance, style cannot entirely replace substance. The legacy of the Reebok Question and the Reebok Shaqnosis was built on the court, on the backs of athletes who dominated their sport. Tying that legacy to an athlete best known for viral misses risks alienating the core basketball consumer and undermining the brand’s entire comeback strategy.

The situation is a fascinating and cautionary tale for the modern age of endorsements. Virality is a double-edged sword. Angel Reese is undeniably one of the most talked-about players in her league, but the nature of that conversation is overwhelmingly negative when it comes to her play. The constant stream of memes and parody videos keeps her name in the headlines, but it builds a brand based on fallibility, not greatness. That’s a fragile foundation for a multi-million dollar, multi-year partnership.

As the 2026 shoe launch looms, every missed layup and every fashion magazine cover adds another layer of complexity to the story. Reebok is at a crossroads, facing a decision that could define its future in the basketball market. Reese, too, has a chance to rewrite the script. She is young, talented, and undeniably resilient. With dedicated coaching and a renewed focus on her offensive efficiency, she could still evolve into the dominant force everyone expected her to be. That version of Angel Reese could make the Reebok deal a resounding success.

For now, the partnership hangs in the balance, a high-stakes case study in the collision between performance, perception, and promotion. It serves as a stark reminder that in sports, the most powerful marketing tool will always be what happens when the game is on the line. All eyes are on Reese and Reebok, watching to see which story will ultimately win out: that of the fashion icon or that of the basketball star.