La Salle Academy taps NYC hoop legends and PUMA in athletics push

La Salle Academy named God Shammgod and Kareem Reid to new basketball leadership roles and unveiled a partnership with PUMA as the Manhattan prep school looks to expand its athletic profile. The moves come as La Salle builds enrollment at its East Village campus and prepares for the 2027-28 school year.

Why it matters: - La Salle Academy is using basketball credibility and a major sportswear partnership to raise its profile with students, families and the New York City basketball community. - The moves support the school’s broader push around enrollment, student mentorship and athletic development.

What happened: - La Salle Academy named alumnus God Shammgod general manager of basketball strategy and partnerships. - La Salle Academy named Kareem Reid director of basketball operations. - The school also announced a new partnership with PUMA. - La Salle is an all-boys Catholic prep school in Manhattan’s East Village.

The details: - Shammgod will work to strengthen relationships across the New York City basketball community. - Shammgod will also support La Salle’s growing enrollment and mentor student-athletes. - Shammgod played professionally in the NBA and internationally after earning McDonald’s All-American honors. - Shammgod currently serves on the New Orleans Pelicans coaching staff. - Shammgod has also held coaching and player development roles with the Orlando Magic, Dallas Mavericks and Providence College. - Reid will provide year-round leadership and strategic direction for La Salle’s basketball program. - Reid will also identify and create development opportunities for students. - Reid was a McDonald’s All-American at St. Raymond High School for Boys. - Reid finished his collegiate career at the University of Arkansas as the school’s all-time assist leader. - Reid played professionally in Europe and the U.S. - PUMA is the third-largest sportswear manufacturer in the world. - PUMA athletes and collaborators include Neymar, Usain Bolt, Walt “Clyde” Frazier and a God Shammgod x PUMA product line. - The partnership will provide apparel and footwear to La Salle teams in basketball, soccer, baseball, track and cross country, volleyball and bowling.

Between the lines: - La Salle is leaning on recognizable basketball figures to deepen its identity as a school with athletic and community ties in New York City. - The PUMA deal gives La Salle a branded gear pipeline that can boost visibility across multiple sports, not just basketball. - President Candace Hammonds said the school is at an exciting point in its history, with growing enrollment, a strengthened leadership team and notable partnerships bringing new energy and opportunity.

What's next: - La Salle began enrolling students for the 2027-28 school year in October. - The school held its first open house of the year on Oct. 24. - Applications submitted by Dec. 31, 2026 will be prioritized. - Families can contact admissions@lasalleacademy.org or 212-475-8940 for enrollment information or upcoming open houses. - La Salle is operating from its ancestral campus at 44 East Second Street after an $11 million modernization completed before its September 2025 return. - The school opened its Dan Buckley Memorial Gymnasium in fall 2025.

The bottom line: - La Salle Academy is pairing recognizable basketball leadership with a national sports brand to strengthen athletics, lift enrollment and sharpen its presence in New York City.