Jide Osifeso has been appointed as the head of basketball for the US apparel company Reebok. According to reports, Osifeso has been in the position since spring 2024 and is the founder of the contemporary menswear brand Hymne.
In his current position, the designer works with former basketball players Shaquille O’Neal and Allen Iverson, who are now president and vice president of Reebok’s basketball category, respectively, to oversee all aspects of the company’s basketball division, including creative direction.
“It almost feels like this start-up mentality now that Reebok has been out of basketball for more than ten years,” Osifeso stated in a press release. Asking what basketball means to the culture today and whether the younger generation, who don’t remember what this brand was in the past, would desire it is essential.
Osifeso has collaborated on several projects with Reebok and Reigning Champ in addition to Hymne. He has also created merchandise for Jordan Peele’s Nope, SZA, and Kendrick Lamar.
The parent company of Reebok, Authentic Brands Group, announced earlier this year a number of new collaborations for sportswear brands operating in the UK, Europe, and the US.
