The Sneaker Deal That Skipped the NBA

Reebok bet on a college star before the draft and showed where real influence now begins

Key Takeaways

• Reebok moved early and secured Darius Acuff Jr. before the NBA validated him, which gave them leverage, lower cost, and first access to his growing influence.

• Reebok focused on building the story first by using March Madness momentum to create demand, proving that narrative drives product success.

• NIL has shifted the talent pipeline, turning …