NIL
Why Authentic Brands Group Is Playing the Long Game With Reebok


Authentic Brands Group’s acquisition of Reebok in 2022 was a bit of a double-edged sword.
On one hand, Reebok found itself finally separated from Adidas. Already a long way from its glory days as Nike’s chief rival in the sneaker wars of the late 1980s when the German footwear giant acquired the Boston-based brand in 2005, by 2022 Reebok was a shadow of its former self. Adidas had long ago siphoned off top athletes and league deals, pigeonholing Reebok into niche categories like cross-training.
“Under Adidas, we were somewhat kind of stifled,” said Reebok chief executive Todd Krinsky, who had been with the company for more than three decades before ABG appointed him to the top job. “It was dark days for us, man.”
But there wasn’t much reason to expect things to get better under the new owner. Primarily known as a holding company for distressed brands like Juicy Couture and Nautica, Authentic Brands Group’s usual strategy was to license faded but well-known names, while investments in product innovation, marketing and retail were typically lower priorities. At $2.5 billion, Reebok was by far ABG’s biggest acquisition to date, and even in its diminished state, in a healthier position than many of its new portfolio-mates.
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Some feared Reebok could be reduced to a logo on cheap T-shirts and bottles of perfume. ABG has hired third parties to operate and distribute Reebok in key markets. But it clearly has big ambitions for the brand, particularly in basketball. Reebok appointed retired NBA superstars Shaquille O’Neal and Allen Iverson as the president and vice president of basketball operations (ABG owns both players’ name and likeness; a Netflix series about their work to revive the brand debuted in June). Menswear designer Jide Osifeso was named head of basketball earlier this year, focusing on design and creative direction. The Engine A unisex hoops silhouette launched to much fanfare in January. WNBA star Angel Reese signed a multiyear deal in 2024 and her shoe is set to launch soon.
ABG has also expanded distribution, inking a deal with JD Group in 2021 before the Adidas sale was formalised in 2022 to place Reebok in nearly 3,000 stores across the US and Europe. In June, Reebok entered into a partnership with Italy-based streetwear company Slam Jam to further bolster the brand’s global presence.
This expansion for Reebok seems to be paying dividends. In January 2024, ABG chief Jamie Salter said the company had in the previous year hit $5 billion in annual sales, up from $1.6 billion in 2020 under Adidas, and planned on reaching $10 billion by 2027, according to Retail Dive.
Reebok’s success under ABG hasn’t entirely quieted scepticism about the company’s ultimate plans for the brand.
“I think the game that’s being played is dangerous because of what we know about Authentic Brands Group,” Collab Lab founder and sneaker marketing expert Bimma Williams said. “I don’t believe they’re in it for the long haul. I don’t believe they have a bone in their body that’s like ‘We are diehard and bullish about basketball.’”
Reports surfaced that ABG was in talks with Anta to potentially sell the brand off. Steve Robaire, Reebok’s executive vice president, denied the report and said ABG is in the Reebok business for the long haul.
“There’s a massive opportunity for Authentic to continue growing into the sport ecosystem. Reebok is at the heart of our strategy,” Robaire said. “We’ll always look for the best opportunity to grow the brand, but we’re not looking to sell the brand at all.”
Why Reebok Is Pushing Basketball
Reebok’s focus on basketball shouldn’t come as a surprise. Founded in 1958, the brand mainly sold tennis and running shoes for its first three decades, but struck gold in the late 1980s and early 1990s with innovative silhouettes like the Reebok Pump, Iverson’s signature Question and Answer shoes, and O’Neal’s Shaqnosis. The performance basketball sector is again having a moment in fashion for the first time in years and the brand knows that. It believes that success in this arena could mean success culturally, too.
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“There’s such a crossover between what’s happening in basketball and what’s happening in culture from a lifestyle perspective,” Robaire said. “If you think about when Reebok was at its best, we were disrupting the sports base in basketball and that reverberated across the brand.”
With that in mind, the brand has been intentional in its approach to the sport. It isn’t working to scoop up every athlete that becomes available on the market and give them a signature shoe deal. Part of that is due to the brand’s selectivity, but many of basketball’s superstars already have deals secured with bigger brands.
Reebok is in a position where it has to do more with less. That’s why the brand’s partnership with Angel Reese has worked so well, Krinsky said. The brand was able to dedicate more resources to the development of her signature shoe and put it on a “fast track.” Other brands in the marketplace are also using this playbook. Working with fewer athletes means dedicating more of the spotlight to establishing younger stars.
“When I want to go back and say, ‘Angel is popping right now. This could be a big opportunity — let’s accelerate it.’ We can all rally around that,” Krinksky said. “We don’t have the most, but we try to build icons.”
Whether basketball alone can propel Reebok to $10 billion in sales is an open question. Basketball shoe sales declined by five percent in 2024 and the market was down by 8 percent year-to-date in May 2025, according to Circana.
“I think Reebok can make a nice name for themselves in basketball. Certainly, Angel Reese is a hot property right now and that’s meaningful,” said Matt Powell, senior advisor at BCE consulting. “But the women’s basketball shoe business is very small compared to the men’s shoe business.”
The End Game
Despite the resources ABG is pouring into Reebok, there are still those out there who are sceptical about the company’s belief in sport and its commitment to Reebok. Count Williams among them.
“Historically, we know that ABG doesn’t invest in brands in that way,” Williams said. “They’re very much … figuring out how to get as much profit out as possible without doing much investment in innovation and new demand creation.”
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While Powell said questions about ABG’s intentions are fair, he said the company has a strong incentive to handle Reebok differently than its other brands.
“This is really the first thriving brand ABG has ever purchased,” Powell said. “It takes a different kind of management to run a thriving business rather than simply trying to squeeze the last bit out of a harvested brand.”
Robaire said Reebok is still charging ahead on sports overall as a category — not just basketball. That expansion is already underway. Reebok signed pro golfer Bryson DeChambeau in December and have launched golf footwear. The brand will also have a focus on “court sports,” Robaire said, including pickleball, padel and tennis. It will dive into soccer soon, which ties into an upcoming move for Reebok’s European headquarters back to London.
ABG has been focused on “the strategy of ‘Let Reebok be Reebok,” Robaire said. “Be unapologetically us and get back into these verticals.”
NIL
Way-too-early favorites for college football’s top award
The 2025 Heisman Trophy ceremony wrapped up at the Jazz at Lincoln Center’s Appel Room in New York City on Saturday night.
Indiana quarterback Fernando Mendoza was selected as the 91st recipient of the Heisman Trophy. Mendoza received the award over Vanderbilt quarterback Diego Pavia, Notre Dame running back Jeremiyah Love and Ohio State quarterback Julian Sayin.
With the 2025 Heisman Trophy race in the rearview mirror, the next question about the award is who can win it in 2026. There are many star players from the 2025 season who could find themselves in the mix next season.
Below is a look at the top five players who are most likely to win the award in 2026.
No. 5- QB Trinidad Chambliss, Ole Miss

Year: Senior
2025 stats: 3,016 passing yards, 18 pass touchdowns, three interceptions, 470 rush yards, six rush touchdowns
If Diego Pavia can successfully sue his way to another season of eligibility for his 2025 Heisman campaign, Trinidad Chambliss should be able to do the same for 2026.
Chambliss’ career at Ole Miss began with him being thrust into action in the third game of the season with the injury to Austin Simmons. The adaptability Chambliss demonstrated midseason will be critical once again as offensive controls shift from Lane Kiffin to John David Baker.
No. 4- QB Marcel Reed, Texas A&M
Year: Redshirt junior
2025 stats: 2,932 pass yards, 25 passing touchdowns, 10 interceptions, 466 rush yards, six rush touchdowns
Marcel Reed entered 2025 as an intriguing dual-threat quarterback who needed to hone his passing skills. Fast forward to the end of the 2025 season, and Reed has increased his production in the air substantially and is primed to make another jump in 2026.
The biggest challenge for Reed in 2026 will be working with a new offensive coordinator following Collin Klein’s departure. But any capable offensive mind should be able to do good work with an athlete like Reed.
No. 3- QB Arch Manning, Texas

Year: Redshirt junior
2025 stats: 2,942 pass yards, 24 passing touchdowns, seven interceptions, 244 rush yards, eight rush touchdowns
Arch Manning’s start to the 2025 season shuts down any and all preseason Heisman conversations by the end of September. But the way he ended the 2025 season has the college football landscape giving him a second look.
A faulty offensive line should be much improved in 2026 for Manning’s protection. If he can ride off the momentum of performances against quality competition like Vanderbilt and Texas A&M into 2026, watch out.
No. 2- QB Gunner Stockton, Georgia
Year- Senior
2025 stats: 2,691 passing yards, 23 touchdowns, five interceptions, 442 rush yards, eight rush touchdowns
Gunner Stockton proved a lot of doubters wrong with his heroics for the Bulldogs in 2025. His ability to make plays with his feet is a big reason why he will be in consideration for a Heisman Trophy in 2026.
Stetson Bennett IV will always receive the most attention for winning two national titles, but Stockton may be the most complete quarterback Georgia has fielded under Kirby Smart
No. 1- WR Jeremiah Smith, Ohio State

Year: Junior
2025 stats: 80 receptions, 1,086 receiving yards, 11 receiving touchdowns, 20 rush yards, one rush touchdown
Very rarely is there a wide receiver who is capable of competing with the best quarterbacks in college football for a Heisman Trophy. Jeremiah Smith is one of those wide receivers.
The run he put together as a freshman in the 2024 College Football Playoff would have the NFL considering him as the best receiver in the 2025 draft had he been eligible. Another run like that in the 2025 College Football Playoff would firmly insert him into the 2026 Heisman conversation.
NIL
Skip Bayless says Fernando Mendoza didn’t deserve to win the Heisman Trophy
Indiana quarterback Fernando Mendoza swept to an easy Heisman Trophy victory on Saturday, but everyone wasn’t convinced of his credentials. Count long-time sports personality Skip Bayless among those who aren’t on board with the pick. Bayless, who spent years with FOX Sports and ESPN, took to social media with his take on the Heisman win.
Heisman Results
It’s worth noting that Mendoza not only easily won the award, with 643 first-place votes to 189 for the second-place finisher, Vanderbilt QB Diego Pavia. He also comfortably won the voting from all six geographic regions into which voting is divided. The fan vote for the Heisman went to neither Mendoza nor Pavia, but to Texas Tech LB Jacob Rodriguez. But Bayless’s take went a different direction.
Skip Bayless’s Take
Congrats to Fernando Mendoza… nice memorized, rehearsed speech… but Diego Pavia deserved this award for his performance on the field, even if his swagger and edge rubbed some voters and viewers the wrong way.
Skip Bayless
Pavia’s Case
Pavia put together an impressive campaign, leading Vanderilt to 10 wins for the first time in program history. He passed for 3,192 yards and 27 touchdowns while rushing for 826 yards and nine more touchdowns. A season ago, Pavia led Vanderbilt to seven wins, including an upset of then-No. 1 Alabama that spring-boarded the program to national relevance. Of course, Skip Bayless happened to graduate from Vanderbilt.
Pavia likely was hurt by a season in which he lacked a marquee win– Vandy’s best win on the season based on the current polls was over No. 25 Missouri. He also didn’t play especially well against top competition– throwing for six touchdowns and four interceptions against winning FBS teams. Of course, Vanderbilt came up just shy of the College Football Playoff.
Mendoza’s Case
Mendoza, on the other hand, led Indiana to an undefeated season and a No. 1 ranking. Mendoza has passed for 2,980 yards and 33 touchdowns and rushed for another 240 yards and six scores. He did take advantage of some big-game moments in a comeback win over Penn State and the upset of Ohio State in the Big Ten title game. Mendoza passed for 13 touchdowns and three interceptions against winning FBS teams.
Critics note that Mendoza’s big moment came against a Penn State team that fired its coach and struggled to a 6-6 season. His resume includes just two wins over currently ranked teams, although both Oregon and Ohio State are in the fop five. Mendoza threw for just two touchdowns total in those two wins (which were essentially defensive battles). But most voters clearly disagreed with Bayless’s take and were comfortable with Mendoza’s Heisman claim.

NIL
Major college football coach’s job is on the line this week, analyst claims
Being the head coach who replaces a legend is one of the toughest gigs in college football, but having to step into the shoes of the all-time winner of national championships is quite another task.
And despite being on the right side of most metrics, Kalen DeBoer could be facing more than embarrassment if Alabama doesn’t beat Oklahoma in the first-round College Football Playoff game this coming week.
Former Alabama running back Damien Harris thinks his place at the school is in jeopardy.
Is Kalen DeBoer’s job at risk?
“In my opinion, I think his job is on the line with this game, and I think there’s a lot of reasons why,” Harris said on CBS Sports.
“We’ve seen how hard it is to beat a team twice in college football, and if we look at this Alabama team, and say you showed no improvement from the first time you played Oklahoma to the second time, you weren’t able to make adjustments to flip the script of that game, and you can’t win that football game [after] luckily getting into the playoffs, that’s going to be a problem.”
Oklahoma has Alabama’s number
DeBoer is already 0-2 against Oklahoma during his two-year tenure at Alabama and now they return to Norman for a rematch against one of the best defenses in the country.
Dropping to 0-3 would put DeBoer’s place in some peril, Harris argues, especially given some of the talk around other schools reportedly being interested in him, talk that increased after Michigan came open suddenly last week.
That’s not good enough
“Listen, this isn’t the tradition, this isn’t the history that Alabama fans are used to. This isn’t the standard of excellence that’s used to being had in Tuscaloosa at the University of Alabama. People are still talking about that,” Harris said.
“I know it’s Year Two. I know we’re talking about needing to give coaches time, but when we’re talking about the University of Alabama and the legacy that needs to be set, Kalen DeBoer needs to put his own DNA on that.”
So far, he hasn’t.
“We’re not seeing that right now. We’re seeing a team that’s full of a lot of potential, has a lot of talent, a lot of resources, but they just haven’t lived up to the billing quite yet during the Kalen DeBoer tenure,” he said.
“All that being said, I think Kalen DeBoer’s job will be in a little bit of jeopardy going into next season if they don’t win this football game.”
But is any of this true?
Speaking frankly, no.
Alabama knew the stakes of finding the right person to replace Nick Saban, the man who defined college football in the 21st century, perhaps for all time, and took great care to find his successor.
DeBoer has been a proven winner, and even despite his relative struggles and losses in two years with the Crimson Tide, is still ahead of the game and has the program in the national title field.
More to it, all of the insider reporting around the coach suggests that he is more than happy being at Alabama, and is entirely focused on leading the school into the future.
And while Michigan is still a seductive opportunity given its prestige, the condition of the athletic department is a genuine concern, before and after the shocking dismissal of Sherrone Moore, who was fired for an alleged improper relationship and landed in jail on multiple charges.
Facing a bevy of negative headlines since the Jim Harbaugh era, whether it be around Covid-era recruiting violations, the Connor Stalions scandal and sign-stealing allegations, and the sudden shocking developments around Moore, even the school itself seems concerned, launching an investigation into itself and its culture.
That would not be an ideal landing spot for a coach who already has one of the top five positions in college football, is in the playoff, and likes where he is. Win or lose this week.
(Harris)
Read more from College Football HQ
NIL
Kalen DeBoer addresses future amid Michigan rumors
Kalen DeBoer isn’t heading to Michigan.
The Alabama coach decided to release a statement Sunday via Yea Alabama, the university’s NIL collective.
“I have not spoken and have no interest in speaking with anyone else about any other job,” the statement from DeBoer read. “I am fully committed to this program and look forward to continuing as the head football coach at the University of Alabama.”
DeBoer said he and his family “are very happy in Tuscaloosa” and are grateful for the support of UA president Peter Mohler, athletics director Greg Byrne, the UA System Board of Trustees “and so many others.”
“We have an incredible opportunity in front of us, so my sole focus is on Alabama football and our preparations to play Oklahoma in the College Football Playoff,” read the statement from DeBoer.
DeBoer was immediately highlighted as a top candidate to watch to coach the Wolverines once Michigan fired head coach Sherrone Moore for cause on Wednesday. DeBoer had also been mentioned as a candidate for the Penn State job before he shut down those rumors ahead of the SEC Championship Game.
DeBoer and the Crimson Tide are preparing for the College Football Playoff. No. 9 Alabama will face No. 8 Oklahoma on Friday, Dec. 19 in Norman, Oklahoma in the first round of the 12-team playoff. The winner will advance to the Rose Bowl to face No. 1 Indiana.
“We are proud to have Coach DeBoer leading our football program at The University of Alabama,” Alabama athletics director Greg Byrne posted to social media. “He is an incredible coach and does an excellent job with the development of our student-athletes, both on and off the field. Just as he is committed to this team, we are committed to him, and we look forward to taking the field Friday in the first round of the College Football Playoff.”
The game will mark the first for DeBoer as part of the 12-team playoff but his second playoff appearance overall. DeBoer led the Washington Huskies to the national championship game in 2023. Then he agreed to replace Nick Saban at Alabama ahead of the 2024 season.
In 2024, he finished 9-4 and missed the College Football Playoff. Then Alabama improved in his second season, finishing 10-2 in the regular season to reach the SEC Championship Game. The Crimson Tide lost to Georgia in Atlanta. As a result, Alabama heads into the playoff with a 10-3 record.
Heading into the playoff, DeBoer holds an 18-5 record in games against AP top 25 opponents over his time at Alabama, Washington and Fresno State.
NIL
Troy Aikman Blasts College Football NIL Chaos After Player He Paid Bolts Without Thanking Him
Troy Aikman is joining a growing list of major voices calling out the direction of college football.
The Hall of Fame quarterback made the comments during Monday’s episode of “Sports Media with Richard Deitsch,” where he said the current landscape has become a “wild west” with very few meaningful rules.
Aikman made the remark during a discussion about Lane Kiffin’s abrupt departure from Ole Miss and vowed never again to contribute under the current name, image, and likeness rules.
Host Richard Deitsch asked whether Ole Miss should have allowed Kiffin to finish the season even though he was leaving for LSU.
The school blocked Kiffin from doing so.
Aikman answered by turning to the larger problems affecting college football.
He said the chaos surrounding coaching moves, player movement, and money all point to a system without any real structure.
He then shared a story of his own experience with NIL.
Aikman revealed that he personally contributed money to help a UCLA football player. He said he had never met the player and had only donated once.
According to Aikman, the player stayed for only a single season before transferring to another school.
Troy Aikman on NIL:
“I gave money to a kid, I won’t mention who. I’ve done it one time at UCLA, never met the young man. He was there a year, he left after the year. I wrote a sizable check, and he went to another school. I didn’t even get so much as a thank you note. So, it’s… pic.twitter.com/HqkRIHZUkY
— College Sports Only (@CSOonX) December 9, 2025
Aikman said he never even received a thank you note after writing what he described as a large check.
That experience led Aikman to vow never again to contribute his own cash to his alma mater.
Calls for the NCAA to impose stricter guidelines on transfers and payments have grown throughout this season. Many want limits on NIL, a structured transfer system, and clearer rules about when coaches and players can leave a program.
This year’s coaching carousel intensified those concerns.
Kiffin left a playoff-bound Ole Miss squad for LSU.
Players can also transfer as many times as they want, and they can do so while earning unlimited NIL compensation.
The sudden shift has completely upended norms that defined the sport for more than a century.
For decades, players risked punishment for something as minor as accepting the wrong meal from the wrong person.
Now, the system allows widespread payments to entire rosters with almost no restrictions.
Despite the negatives, the new rules have helped historically bad programs become relevant.
Perennial cellar dweller Indiana ended the 2025 regular season ranked number 1.
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NIL
Kalen DeBoer addresses future at Alabama amid Michigan speculation
Alabama coach Kalen DeBoer ended all speculation Sunday afternoon alluding to potential interest in the Michigan vacancy with the Crimson Tide set to Oklahoma in the first round of the College Football Playoff next week. DeBoer was considered among the best fits for the Wolverines soon after Sherrone Moore’s firing earlier this week.
DeBoer was scheduled to meet with media on Monday, but released a statement ahead of that appearance.
“My family and I are very happy in Tuscaloosa and remain extremely grateful for the support of President Mohler, Greg Byrne, the board and so many others,” DeBoer said through Yea Alabama, the Crimson Tide’s NIL collective. “We have an incredible opportunity in front of us, so my sole focus is on Alabama football and our preparations to play Oklahoma in the College Football Playoff. I have not spoken and have no interest in speaking with anyone else about any other job. I am fully committed to this program and look forward to continuing as the head football coach at the University of Alabama.”
In his second season with the Crimson Tide after taking Washington to the 2023 national championship game, DeBoer is 19-7 at Alabama, which faces Oklahoma in the first round of the College Football Playoff on Friday night.
“We are proud to have Coach DeBoer leading our football program at The University of Alabama,” Crimson Tide athletic director Greg Byrne said in a statement. “He is an incredible coach and does an excellent job with the development of our student-athletes, both on and off the field. Just as he is committed to this team, we are committed to him, and we look forward to taking the field Friday in the first round of the College Football Playoff.”
DeBoer’s statement came after Ryan Williams and other players mentioned rumors on social media being difficult to avoid.
“Yeah, of course we see it on TV, but I mean, he’s gave his best effort here,” Williams said Friday. “Focused on playing against Oklahoma, we’re not really worried about it. … I mean, at the end of the day, he serves us 100% and that’s our coach, so we’re going to play for him. External noise is external noise, so we just focus on the internal.”
This isn’t the first job opening this cycle where DeBoer’s name immediately emerged. DeBoer denied previous speculation about the Penn State vacancy prior to the Nittany Lions’ hiring of Matt Campbell, but had not addressed the Michigan situation until Sunday.
DeBoer and the Crimson Tide’s chief focus can now be on the Sooners after a previous loss to Oklahoma last month put Alabama in several playoff elimination games down the stretch. The Crimson Tide suffered three giveaways during that 23-21 setback in Tuscaloosa despite doubling Oklahoma in total yardage and largely dominating the contest.
The Alabama-Oklahoma winner plays unbeaten and top-seeded Indiana at the Rose Bowl in the quarterfinals.
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