NEW YORK CITY — Reebok announced the Engine A, its first performance basketball shoe in over a decade, in January 2025. The company also launched a new campaign titled "We Rise" as part of a renewed focus on performance basketball.

Jide Osifeso, head of basketball at Reebok, stated, "We are still in an infancy of sorts with our return to the game but feel like we've found our footing." He added that the campaign's title reflects the company's current position, stating, "'We Rise' is a message of us taking form." The "We Rise" campaign includes a new black-and-white advertisement featuring the company's roster of talent, known as Team RBK.B. Osifeso said of the campaign's message to athletes, "They still have a lot to prove." He also noted the company's alignment with this message, stating, "We're in the exact same boat as a company."

Why It Matters

Reebok's decision to launch a new performance basketball shoe and campaign marks its return to a market segment after more than ten years. The introduction of the Engine A and the "We Rise" campaign signify the company's strategic re-entry into performance basketball, alongside its Team RBK.B. roster.