We present the results of molecular dynamics (MD) simulations of bead and spring models of associating polymers at melt-like densities. We consider telechelic polymers of general formula AB 12 A at different values of shear rate. Under bulk conditions, A···A associations occur, leading to the construction of clusters or micelles that are interconnected by a number of bridging chains. This results in a physical gel or a reversible network, and the corresponding micelles assume different forms depending on the interaction strength. Whenever a low shear deformation is applied, the clusters are broken and there is a phase transition similar to that from a gel to a common non-Newtonian fluid. However, if the applied shear is increased, the chains stretch themselves (in a manner similar to nematic liquid crystal ordering) in a different way from what is seen without shear. In this work, we calculate the stress needed to yield a required deformation.