Shaquille O’Neal is gearing up for the release of his upcoming Netflix docuseries “Power Moves With Shaquille O’Neal.” In the series, O’Neal and Allen Iverson, who are both longtime collaborators of the brand, team up to attempt to revive Reebok Basketball’s legacy and find a rising star to rep the brand.

Ahead of the release, O’Neal, who is the president of Reebok Basketball, is making the TV rounds to talk about the show, which gives a candid, behind-the-scenes look as they attempt to make the company relevant again the basketball world. He appeared on the “Today” on Friday and shared why he decided to get onboard with the reinvention.

“I’ve always said Reebok was never number one but never number three. I remember when I signed with Reebok it was an emerging company then we signed Allen Iverson and Shawn Kemp and we were always in the fold. Then Adidas purchased Reebok and then it kind of went away,” the former NBA star shared.

“When it came back up for sale my partner, Jamie Salter, he purchased it. For me, it’s just a challenge to bring [Reebok] back with some type of prominence. Back then we didn’t have as much competition as we have now, so there’s a lot of competition and it’s just fun, I had to learn a lot.”

Part of that learning process has been adjusting to trends in the sneaker world as well as the basketball world. Thankfully, Shaq has kept his children, especially his eldest son Shareef O’Neal, close to guide him and keep him in the know about what’s hot and trending for the younger generations, and also what’s no longer popular.

“My mother says my greatest attribute is that I listen. First day I went in, I was like, ‘Oh, we’re going to do all types of new high-tops!’” he shared. “My son had to let me know that Gen Z doesn’t do high-tops anymore and I didn’t know that. I’m learning a lot, I’m having a good time. Again, we just want to bring them back to some type of prominence.”

During an appearance on “The Tonight Show Starring Jimmy Fallon,” the basketball star showed off a pair of the brand’s new Engine A basketball shoes and opened up again about how his son has helped him in this process.

“These youngsters wear bright colors now, their colors don’t alway shave to match their uniforms, they don’t wear high-tops. Being that I had that attribute (to listen), I think it helped me emerge with the team and we were able to come out with the shoe and it’s doing very well. We signed Angel Reese, we signed a couple of other players and I got to work with my oldest son Shareef. He’s like the portal to these youngsters, because you know these youngsters are crazy.”

Both O’Neal and Iverson were signed to Reebok as players when they were in the NBA, and were named president and vice president, respectively, of Reebok Basketball in October 2023. Iverson signed a lifetime deal with Reebok in 2001 following his initial five-year contract with the brand. Reebok signed O’Neal ahead of his rookie season in 1992. In 1998, O’Neal ended his initial deal with Reebok and created his own line of more affordable sneakers. More than 20 years later, he’d rejoin the company to lead its entire basketball division.

Reebok partnered with Angel Reese before her last season with the LSU Tigers in the fall of 2023. She became the brand’s first major NIL signing and the first signing under O’Neal.

The first episode of “Power Moves” arrives on Netlfix on June 4.