The Angel Reese experiment, once seen as a promising venture for Reebok, is quickly spiraling into one of the most baffling endorsement deals in recent sports history. After a series of disastrous performances on the court, Reese’s struggles have not only affected her team, the Chicago Sky, but are now casting serious doubt on Reebok’s investment in her as their face of basketball revival.

Reese, who was expected to bring new energy to Reebok’s basketball line with her signature shoe set to launch in 2026, has instead become the subject of viral memes and unintentional comedy due to her frequent missed shots and questionable performances. While her on-court efforts were once seen as an exciting opportunity for growth, they have now raised significant questions about the viability of her endorsement and the brand image that Reebok has built around her.

The Struggles on the Court

Angel Reese, who stood out during her college years for her dominant performances, has faced mounting difficulties in her sophomore season with the Chicago Sky. Known for her aggressive playstyle and high energy, Reese has struggled with the most basic elements of the game, particularly when it comes to finishing at the rim. Despite being a 6’3″ presence on the court, she has found it hard to convert even the easiest layups, shooting a meager 31.5% on layups, one of the lowest rates in the league.

This inability to execute at point-blank range has led to a growing chorus of disappointment and mockery. One particularly viral moment saw Reese miss four consecutive putbacks in a span of just 12 seconds against the New York Liberty, with two of them being blocked. This series of mistakes quickly became memed and made its way across social media platforms, much to the embarrassment of Reese and her supporters.

While fans and commentators have shared their frustration over her performances, there are deeper concerns about the long-term impact of her struggles on both her team and Reebok.

The Reebok Gamble

Reebok, under the leadership of Shaquille O’Neal, took a calculated gamble when they signed Angel Reese as the first major basketball signing in an attempt to revive their brand. The thinking was clear—Reese, a young star with a massive social media following, could be the key to attracting a younger audience while pushing forward a new era for the brand. Her signature shoe was slated to drop in 2026, but with her performance faltering, the question on everyone’s mind is whether Reebok made a massive mistake by betting on her.

In a bid to hype up Reese as the face of their new line, Reebok’s CEO Todd Krinsky compared her potential to that of Shaquille O’Neal and Allen Iverson, two of the most iconic figures in basketball history. However, this comparison is beginning to look more like a tragic overestimation. While O’Neal and Iverson had legendary careers that cemented their status as cultural icons, Reese’s struggles have been anything but inspiring.

Ree’s Viral Failures and Reebok’s Dilemma

The viral nature of Reese’s basketball failures has made her a sensation, but for all the wrong reasons. Social media content centered around her missed layups has become a highlight reel in its own right, with fans adding circus music and slow-motion effects to emphasize just how comical her attempts have been. What was meant to be an inspiring story of a young player rising to the top has instead turned into a “blooper reel” that dominates conversations surrounding her.

While this kind of viral fame can be beneficial for lifestyle brands or for those looking for entertainment value, it presents a huge challenge for a company like Reebok, whose core business relies on performance basketball equipment. It’s difficult to promote a performance-driven shoe when the athlete it’s associated with is known for her missed layups rather than her on-court excellence.

The brand’s reliance on Reese’s personality and social media presence, as opposed to her actual performance, has created an awkward marketing scenario. How can Reebok market Reese’s shoes as tools to enhance basketball performance when the signature athlete’s most memorable moments are centered around her inability to perform basic basketball fundamentals?

Reebok’s Struggling Strategy

Reebok has already invested a significant amount in Reese’s marketing campaign, building anticipation for her upcoming signature shoe. Yet, as her struggles continue, there is growing speculation that the company might be rethinking their strategy. Some industry insiders are suggesting that Reebok might pivot toward promoting her shoe as a lifestyle model, rather than as a performance basketball shoe, recognizing that the association between Reese and basketball excellence is increasingly tenuous.

Others speculate that Reebok might choose to delay the shoe’s launch indefinitely, hoping that time might heal the negative buzz around Reese’s missed shots and viral failures. More pessimistic voices suggest that Reebok could even be looking for an exit strategy, as the brand’s investment in her increasingly appears to be a marketing misstep.

The Paradox of Angel Reese’s Impact

The situation is further complicated by the paradox of Reese’s impact on her team, the Chicago Sky. While the team continues to struggle, especially in her absence due to a back injury, it seems that Reese’s presence on the court hasn’t led to the kind of success expected from a star player. Despite her physical dominance, the Sky have found themselves sitting at a 7-21 record, and their offensive efficiency has seen improvements when Reese has been sidelined.

This creates a troubling paradox: the team seems to perform better without her, even though her individual contributions, especially in rebounds, are seen as statistically valuable. Her presence might be distracting to the team’s overall performance, undermining the efforts of others on the court.

Conclusion: A Cautionary Tale for Athlete Endorsements

The Angel Reese/Reebok partnership has quickly evolved into one of the most fascinating case studies in modern sports marketing. Reebok’s investment, once seen as a bold move, is now being scrutinized as a cautionary tale of how athlete endorsements can go wrong when performance doesn’t live up to expectations.

While Reese is undeniably a talented athlete with a massive social media presence, her on-court struggles and the viral nature of her failures have turned her into an unintentional comedy act. Whether or not Reebok can turn things around remains to be seen, but for now, the company finds itself in a position where it must decide whether to pivot or reassess its association with an athlete whose basketball performance is falling short of the hype.