What was hyped as a groundbreaking moment for women’s basketball has turned into one of the most shocking business failures in recent sneaker history. Reebok reportedly took a $15 million loss on Angel Reese’s first signature shoe line after sales completely tanked.
According to industry insiders, only about 250 pairs of the highly marketed sneakers actually sold nationwide—a staggering flop given the resources poured into the launch.
When the partnership was first announced, it looked like a perfect storm. Reese, fresh off her college stardom at LSU and entering the WNBA with massive social media clout, seemed like the perfect candidate to break barriers in the women’s sneaker game.
Reebok hyped the release with major campaigns, glossy ads, and bold claims that the “Bayou Barbie” would be their face of the future. The company reportedly invested heavily in production and promotion, betting that Reese’s cultural buzz would translate into sales.
But reality hit hard. Despite all the noise, the shoes sat on shelves and online stores untouched. Even loyal Reese fans balked at the price point, with many calling the design uninspired and rushed.
Reviews were lukewarm at best, with some buyers complaining about quality, while others admitted they bought them purely as collector’s items and never intended to wear them. The hype machine fizzled almost immediately, leaving Reebok with warehouses full of unsold product.
The contrast to other basketball stars was brutal. Caitlin Clark’s jersey sales have shattered WNBA records, and even Paige Bueckers—still in college—has sneaker companies circling with lucrative offers. Reese’s flop only amplified the perception that her star power hasn’t translated into consistent on-court dominance or mainstream crossover appeal.
Social media critics pounced, calling it “one of the biggest L’s in sneaker history.” Memes mocking the shoes’ poor sales flooded Twitter and TikTok, turning the failed launch into a viral joke.
For Reebok, the loss is more than financial—it’s reputational. The company had hoped to reestablish itself in basketball footwear after years of lagging behind Nike, Adidas, and Puma.
Tying their revival to Reese was risky, and it backfired spectacularly. Sneaker analysts now warn that this debacle could make Reebok hesitant to invest in future WNBA players, setting back opportunities for others in the league who might have had more market potential.
For Angel Reese, the fallout is equally damaging. Instead of cementing her place as a cultural icon with a signature sneaker, she’s become the face of a failed experiment. Her critics—who already accused her of being more “brand” than “ball”—are now pointing to the flop as proof.
Supporters argue that the failure isn’t entirely her fault, blaming Reebok’s weak marketing strategy and outdated distribution methods. But even they admit it’s a brutal blow to her image.
The situation raises a bigger question: was the WNBA sneaker market simply not ready, or did Reebok miscalculate by backing the wrong athlete? With Caitlin Clark’s popularity skyrocketing and other stars commanding larger audiences,
Reese’s inability to move product suggests that hype alone isn’t enough. Fans want authenticity, performance, and resonance—and Reese’s shoe didn’t deliver.
What started as a groundbreaking launch has quickly been written into sneaker history as a cautionary tale. A $15 million gamble, only 250 pairs sold, and one of the biggest flops the industry has ever seen. For Reebok and Angel Reese, the road to redemption will be long—and the shadow of this failure may linger for years.
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