Leading sportswear company Reebok International Ltd on Tuesday said it had signed up sports and marketing legend Sonny Vaccaro to develop its youth basketball market.

The Massachusetts-based firm said Vaccaro, who discovered Michael Jordan, will be its senior director of grassroots basketball and will report to Tom Shine, senior vice president of sports marketing.

"Grassroots basketball is one of the most exciting and relevant elements of youth culture," commented Reebok chairman and chief executive officer, Paul Fireman.

"With Sonny on our team, we can develop this initiative to a level of significance that firmly positions Reebok for long term and sustainable growth in this critical area."