“Power Moves”: Docuseries Revives a Brand in a Ruthless Era

A Unique Perspective on Leadership Through the Lens of Culture and Sports

Leadership is often associated with titles, positions, or formal authority. However, the truth is that leadership emerges in moments where decisions are made, whether big or small, that affect others. This concept was brought to light after watching a Netflix documentary that challenged my understanding of what it means to lead. The series isn’t about traditional leaders like CEOs or tech moguls; instead, it focuses on a brand deeply rooted in basketball culture and hip-hop—Reebok.

The six-part docuseries, Power Moves with Shaquille O’Neal, follows NBA legends Shaquille O’Neal and Allen Iverson as they take on leadership roles at Reebok Basketball. Shaq serves as president, while Iverson holds the position of vice president. Together, they aim to revitalize the brand by reconnecting it with its cultural roots and reestablishing its relevance in a competitive market.

This series offers a fascinating look into the process of bringing a brand back to life. It documents their efforts to find the right design, talent, and narrative to reintroduce Reebok to a new generation. The show starts with a strong hip-hop and street culture vibe, reminiscent of the 1990s but with a modern twist. The tone is consistent across the visuals, music, and editing, making it feel authentic and stylish. As the series progresses, it adapts to include younger voices, maintaining its energy without losing its core identity.

One of the most compelling aspects of the series is the personal stories shared by the individuals involved. There’s an emotional father-son subplot involving Shaquille O’Neal and his son, Shareef, who underwent heart surgery. This moment adds depth to the narrative, highlighting how personal experiences can shape leadership and decision-making. Other young talents and their families are also featured, offering insight into how athletic potential is nurtured from an early age.

Shaq’s leadership style is characterized by humor, face-to-face communication, and trust in his team. He values human connection and allows experts to do their jobs, even when he disagrees. This approach feels natural and genuine. In contrast, Allen Iverson takes a more hands-on approach, attending games, inspecting products, and connecting directly with athletes. His role as a scout and leader brings a different dynamic to the team.

On the business side, the series also explores the challenges faced by younger generations trying to find their place in the corporate world. Shareef O’Neal, for instance, represents a new wave of leaders learning the ropes from within. Colin Bell, another key figure, provides a voice of reason and helps keep the team grounded. These behind-the-scenes moments make the series more relatable and engaging for viewers who may not be familiar with sneaker culture.

The show also balances elements of reality television and corporate documentaries, creating a unique blend that captures both the tension of boardroom decisions and the casual interactions that define real-life leadership. While the series doesn’t shy away from the cutthroat nature of signing athletes, it also highlights the importance of relationships, history, and humility in the business world.

One aspect I wish had been explored more deeply is the actual shoe development process. A full episode dedicated to this could have provided deeper insights into the creative and collaborative efforts behind product design. Despite this, the series remains a compelling mix of business, culture, and sports.

Ultimately, Power Moves with Shaquille O’Neal is more than just a documentary about shoes. It’s a reflection on leadership, legacy, and the impact of personal influence. By the end, it leaves viewers thinking about their own leadership styles and the decisions they make every day. It’s a powerful reminder that leadership isn’t defined by titles, but by the choices we make and the people we choose to support.