The WNBA’s summer headlines have been dominated by breakout stars, record-shattering crowds, and endorsement deals that promise to reshape the business of women’s basketball. But amid the fever pitch, one story stands out—not for triumph, but for the lessons it offers brands, athletes, and fans alike.

Angel Reese, once hailed as a college basketball phenom and crowned the “Queen of the Bayou” after her LSU championship, has found herself at the center of a marketing storm. Reebok, under the leadership of NBA legend Shaquille O’Neal, staked its basketball comeback on Reese, launching a high-profile campaign and signature shoe. The plan was bold: tap into Gen Z’s love for authenticity, viral moments, and unapologetic personalities. But as the season unfolded, the results have been anything but what Reebok hoped for.

The Endorsement That Raised Eyebrows

When Reebok announced Angel Reese as the face of its basketball revival, the move was met with a mix of excitement and skepticism. Reese’s college stardom and magnetic social media presence seemed to promise a fresh energy for the brand. CEO Todd Krinsky even compared her to legends like Allen Iverson and Shaq, touting her as a “culture changer.”

But in the world of sports marketing, aspiration is everything. Fans buy Jordans to soar, LeBrons to dominate, and signature shoes to chase greatness. For Reese, the challenge was clear: her on-court performance needed to match the hype.

A Season of Struggles

The Chicago Sky, Reese’s WNBA team, have endured a tough season. Sitting at 7-21, with eight straight losses and dwindling playoff hopes, the team’s struggles have only magnified the spotlight on Reese. While her hustle and rebounding are undeniable—she’s among the league leaders in boards—her efficiency in scoring, especially around the rim, has become a focal point for critics.

Statistically, Reese has converted just 31.5% of her layups, a number that stands out given the majority of her attempts come from point-blank range. For context, most WNBA forwards finish at 70-80% on these shots. The missed opportunities have led to viral moments—clips of consecutive missed putbacks, blocks, and turnovers have spread across social media, sometimes accompanied by playful edits and circus music.

While some fans see these as harmless bloopers, for a brand banking on highlight reels to sell sneakers, the narrative is less forgiving.

Social Media: Double-Edged Sword

Reese’s social media following remains strong, and her personality continues to attract attention. She’s unapologetic, confident, and willing to engage with fans and critics alike. But in the age of online virality, not all attention is positive. Entire TikTok accounts and YouTube channels have sprung up, compiling Reese’s missed shots and turnovers. While these clips garner millions of views, they don’t necessarily translate into sneaker sales or brand loyalty.

This is the paradox of modern sports marketing: viral fame can be fleeting, and not all trending moments inspire consumers to buy. As one industry insider put it, “You want your athlete to trend for greatness, not for blooper reels.”

The Reebok Conundrum

For Reebok, the campaign has evolved from a celebration to a case study in brand alignment. The initial teasers for Reese’s signature shoe were slick, loud, and full of promise. But as the season wore on, the disconnect between marketing and performance became harder to ignore.

Some insiders speculate that Reebok may pivot, rebranding Reese’s shoe as a lifestyle sneaker rather than a performance product. Others suggest delaying the launch, hoping Reese finds her stride on the court. But the reality is clear: building a sneaker empire requires more than personality—it demands consistent, aspirational play.

Shaquille O’Neal’s vision for Reebok was to revive the brand’s basketball heritage and inspire the next generation. But as the campaign stumbles, the lesson is becoming obvious: authenticity and engagement matter, but so does on-court excellence.

The Caitlin Clark Effect

Adding to the drama is the meteoric rise of Caitlin Clark, who has shattered attendance and viewership records while pulling up from the logo and dazzling fans nationwide. Clark’s performances have drawn comparisons to Steph Curry and LeBron James, turning arenas into sold-out spectacles.

The contrast between Clark and Reese has become a talking point for fans and commentators alike. While Clark’s play is inspiring, Reese’s struggles have fueled memes and online debates. Ticket sales for matchups between the two stars fluctuate wildly depending on Clark’s availability, underscoring her impact on the league.

Injury and the Road Ahead

Reese’s season has also been interrupted by a back injury, sidelining her for five games. During her absence, the Sky continued to struggle, but some analysts noted a more functional offense without her. The team’s woes are not solely Reese’s responsibility—WNBA success depends on chemistry, coaching, and roster depth—but her role as centerpiece makes her performance a lightning rod for criticism.

To her credit, Reese has shown flashes of brilliance, posting double-doubles and earning All-Star selection. But consistency remains elusive, and the pressure to deliver—both for her team and her brand partners—only grows.

Lessons for Brands and Athletes

The Angel Reese-Reebok saga is more than just a sports story; it’s a masterclass in the risks and rewards of modern endorsements. Brands must look beyond social media metrics and viral moments, asking whether their ambassadors truly align with the product and aspiration they want to sell.

For athletes, the lesson is equally clear: personality opens doors, but performance keeps them open. Reese’s journey is far from over, and her ability to rebound—literally and figuratively—will shape her legacy.

Final Thoughts

Angel Reese’s partnership with Reebok was meant to usher in a new era of basketball marketing. Instead, it has become a cautionary tale—one that reminds brands, athletes, and fans that greatness is about more than trending online. It’s about showing up, delivering on the court, and inspiring the next generation to believe in more than just hype.

As the season continues, all eyes will be on Reese—not just for her next viral moment, but for the comeback that could redefine her career. Because in basketball, as in business, the only thing tougher than missing a layup is missing the chance to rise above it.