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Allen Iverson And The Reebok Answer 12

When Allen Iverson was drafted into the league in 1996, he instantly signed an endorsement deal with Reebok. During the duration of Iverson’s epic career, Reebok sneakers were on his feet. The player and the company experienced tremendous success together. Learn more about the Answer 12 below.

12

The 12 was a more streamlined design which was consistent with the early days of the AI line. Recent silhouettes were experimenting with a chunkier and bulkier look.

The 12 launched in 2008. That same year AI was traded from the Nuggets to the Detroit Pistons. Sadly, this move would start the decline of AI’s productivity on the court.

The Pistons were not a good match for Iverson, and his numbers took a major hit. Iverson changed his number to 1 from 3 when he moved to Detroit. Because of this, the 12 had to make some design changes since his number 3 was usually a part of the line’s design. The 12 had DMX Ride cushioning that offered extra support and comfort.

A pair of high-top basketball shoes in navy and white.

Question???

Reebok needed a superstar in the mid-1990s. Reebok was looking for the face of the company.

A fresh and charismatic star that could lead them to a whole new level of success. Allen Iverson was the perfect basketball star for what Reebok wanted. Iverson was electrifying on the court and had a genuine connection to young people off it.

Culture

Iverson was a legend when he played college basketball for the Georgetown Hoyas. His height, barely six feet tall, allowed young people to connect with him differently than they would a seven-foot center. Iverson was also rooted in hip hop culture. He dressed and carried himself in a way that aligned to the music and style kids were most interested in at the time.

 

- Adam C. Better

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