Sneaker collectors are among the most dedicated collectors. When Reebok was looking for a new spin on the Question, Allen Iverson’s classic signature shoe, thoughts went to what other collectors have as a similar passion.
“Obviously, the Question is one of Reebok’s most iconic shoes,” said Rich DiLando, global director of product development – street culture and energy collaborations for Reebok. “When we go and try to find partners for our energy collaborations, we try to find communities that have these super intense fan bases. They’re megafans. Anything that company comes out with, they’re consuming. With Iverson, you always try to find a little added authenticity in the storytelling.”
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Enter trading card company Panini.
Conversations about a collaboration between the companies began at the start of the COVID-19 pandemic, in 2020, about a unique release. There have been multiple retro releases of the Question, but this one would be different because it would merge two worlds.
“When Reebok approached us to bring back the Question, we thought what a phenomenal opportunity, because AI (Iverson) is AI,” said Jason Howarth, vice president of marketing at Panini America. “He’s in our cards. He’s in our products. He signs autograph cards for us.”
It also has helped that during the pandemic, trading cards have seen a resurgence in popularity. Nostalgia is in style in the sports world. It’s made sports documentaries popular, and retro shoes have always been a staple in fashion.
Figuring out how to combine Panini and Reebok led to using the card company’s Prizm brand that features high-gloss, Optichrome designs that make it one of Panini’s most sought-after card styles. That led to three different shoes released as part of the partnership.
In a nod to trading cards, there are designs like shrink-wrap-inspired, all-over logo branding, embroidered Iverson autographs and a “Rookie Shoe” hang tag as part of the collection. Each shoe has Iverson’s name and position on the heel and Panini Prizm on the back. The soles are translucent with Reebok and Panini visible. Each shoe also has the yellow Panini logo on the tongue.
Howarth said authenticity was important with this project because Iverson was “the influencer before there were influencers” and “the godfather of NBA fashion.”
Collaborations can be tricky with retro shoes. They need to connect with those who are fans of the shoe that might not have the nostalgia connection, but also be true enough to the originals to make them appeal to older fans.
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Shoes and trading cards were the perfect marriage this time around.
“Being able to tell stories around him that resonate with today’s consumers as well as those OGs who were buying his shoes when he was playing, that’s always something we’re challenged with,” DiLando said. “There’s a lot of parallels between that and the trading card space.”
The main commonality is that nostalgia and sports go hand-in-hand. That will always be the case with the shoes. Trading cards just add a little extra to the walk down memory lane and made for an ideal combination between Reebok and Panini.
And just like you don’t want to crease your prized trading cards, you must be careful with your shoes.
Question Mid and Low Prizm collection
Launched: Nov. 4
Designs:
Question Mid Tiger Prizm ($170 adult, $110 child)
This is the version that will be most available in adult and youth sizes. The design is inspired by Iverson’s renowned tenacity. After considering different colorways for the tiger stripes, they settled on blue.
The tiger theme is inspired by Panini America’s “Tiger Prizm” parallel, with overlays across the white leather upper. The blue and white colorway will remind you of the jersey colors Iverson wore when he famously crossed up Michael Jordan in 1997.
Question Low Rookie Signature Prizm ($140 adult)
Available in more-limited quantities, this shoe salutes Iverson’s 1996-97 season when he won Rookie of the Year. It’s also a reminder of how important the rookie card is to any card collector.
There is a glossy royal blue “Prizm” to go with an embroidered Iverson autograph on the toe. It’s the perfect shoe to wear with the blue Sixers jersey from the 2000-01 season, when Iverson won NBA MVP.
Question Mid Black Pulsar Prizm ($170 adult):
Much like Panini’s Black Pulsar cards, this shoe will be rare in distribution.
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This Question Mid offers a narrative on the flashing lights surrounding AI via Panini America’s hyper-rare “Black Pulsar Prizm” treatment on the upper alongside smooth suede overlays. It’s a sleek design that would work with the black uniforms the Sixers wore during their run to the 2001 NBA Finals.
Utility
The Question is one of Reebok’s most iconic basketball shoes, but these collector editions are probably shoes you don’t want to wear on the court. These retro Questions are meant to be cherished, much like trading cards, which the design is influenced by for the collaboration with Panini.
(Top photo: Courtesy of Reebok / Panini America)
