Shaquille O’Neal was a dominant power within the NBA, a 7-foot-1 light large who shattered boards, racked up 4 titles and left an indelible mark as probably the greatest facilities in basketball historical past. However since his retirement in 2011, Shaq has proven that his affect goes far past sports activities.
Now, within the enterprise world, from places of work and boardrooms, Shaq is concentrated on remaining probably the most dominant ever.
Past his spectacular top, one in every of O’Neal’s most distinguishing traits is his humorousness. Within the “Power Moves with Shaquille O’Neal” Netflix sequence, which premiered on June 4, he acknowledges that his mindset is “80% humor and 20% seriousness” with regards to working his companies. That doesn’t imply he doesn’t take his obligations significantly. In actual fact, he believes that some folks tried to take advantage of his outgoing nature when he first began his enterprise ventures.
“Yes, a lot of people try to take advantage and that just drives me to do more things,” O’Neal instructed L.A. Occasions en Español.
Shaquille O’Neal walks on the court docket earlier than Recreation 1 of the NBA Finals between the Pacers and Thunder in Oklahoma Metropolis.
(Julio Cortez / Related Press)
He’s accustomed to folks attempting to take advantage of his perceived weaknesses.
“They always said, ‘With the way he shoots free throws, he’ll never win a championship.’ OK, maybe that’s true, but I’m going to dominate the game so much that free throws don’t even matter.”
He brings the identical mentality to his place at Reebok, the place he’s president of basketball — a place he assumed in 2023 — and is main a push to convey relevance again to a model that after wager on him to be a star.
“When I went to Nike, they said, ‘Yeah, we wanted to give you your own sneakers, but we gave them to another guy.’ And I said, ‘Excuse me? To this guy?’ And then when I went to Reebok, they said, ‘We believe in you, we’re going to give you your own shoes,’” O’Neal recollects.
That loyalty was not forgotten. At this time, 30 years after signing with Reebok as a participant, O’Neal is again, to not launch retro updates of his footwear, however to make selections, prepare a brand new technology of athletes and reshape the model’s place in a fiercely aggressive market.
Shaq didn’t be part of Reebok’s govt workforce only for nostalgia’s sake. His imaginative and prescient is evident: Take an opportunity like they took an opportunity on him within the Nineties.
“They took a chance on young Shaq. He took a chance on young AI [Allen Iverson]. He took a chance on young Shawn Kemp. And we turned the plan into a dominant number two. Never number one, but never number three,” O’Neal defined.
With that logic, the previous participant determined to not wager Reebok’s present NBA advertising and marketing funds all on one celebrity.
“I wanted to go the traditional route. ‘Hey, let’s go for Shai [Gilgeous-Alexander]. Let’s go for Jaylen Brown.’ But when you talk to agents, these guys want big numbers. … You’re going to spend 85 or 90% of the budget,” O’Neal mentioned.
His workforce — together with his son, Shareef — satisfied O’Neal to put money into rising expertise with a powerful social media presence and a mindset of their very own.
Working example is WNBA Chicago Sky participant Angel Reese, who signed with Reebok in 2023.
“Angel reminds me of AI. She’s going to do it her way, the way she wants to do it. She doesn’t care what anyone else says,” O’Neal mentioned.
Shaquille O’Neal, left, and Allen Iverson watch the NBA Rookie Problem on Feb. 18, 2005, on the Pepsi Middle in Denver.
(Mark Terrill / Related Press)
He sees Reese not solely as an ideal athlete, however as an influential determine who embodies the disruptive spirit he desires to revive within the Reebok model.
O’Neal isn’t simply impressed by what he sees on the court docket. He’s searching for one thing extra.
“I’m looking for someone who isn’t getting the recognition he deserves,” he mentioned. “We live in a world where, once they get noticed by one or two guys, they stick with them forever.”
He mentioned he was underestimated in his early days. Regardless of being chosen with the primary choose within the 1992 draft and making a direct affect with the Orlando Magic, he mentioned throughout early profession enterprise conferences “they never looked at me. They always looked at my manager. It was like, ‘Do you think he understands business?’”
That prompted him to review enterprise administration and administration and get severe about his monetary training.
“I just thought, ‘Let me get a degree … so you know I understand that I’m in charge of my own destiny,’” O’Neal mentioned.
Now, as president of Reebok basketball, he additionally values athletes’ household ties, their work ethic, their setting and their need to symbolize one thing larger than themselves.
“I like the people, the moms, the dads, the coaches. People want to be represented in a certain way,” O’Neal mentioned.
He doesn’t presume to have all of the solutions. He admits he’s needed to adapt and study.
“It’s just about challenges. I’ve always been one to step up to meet them. … I had to learn a lot, learn about this business,” he mentioned.
To attraction to the broadest group of consumers, he has relied on an in depth circle of advisors that features his son, Shareef.
“I had to bring in my son to help me identify with the crazy Generation Z, because they do what they want. They follow their own path. They have their own rules,” O’Neal mentioned.
Whereas nonetheless a powerful, decided determine, O’Neal has discovered to simply accept suggestions from others.
“I don’t think my best quality is listening,” he admits. However in his new function, he’s needed to let go of a few of his old-school fashion and belief his workforce.
O’Neal was probably the most dominant gamers the NBA has ever seen. Now he’s probably the most profitable athletes within the enterprise world. His funding portfolio consists of franchises of companies resembling Papa John’s, 5 Guys, 24 Hour Health and his personal line of merchandise and attire. He additionally holds industrial endorsement contracts with manufacturers resembling Icy Sizzling, The Common insurance coverage and Carnival Cruises, amongst others.
However his enterprise success has not been linear.
“On the road to success, there are many failures and you simply have to try to have more successes than failures,” he mentioned.
His secret has been to encompass himself with expert folks.
“I have great teammates,” O’Neal mentioned. “My friend wins a championship by herself. It’s called delegation.”
Shaq has turned his picture into a world model, however he insists the important thing has been staying true to his values. All of it revolves round his household.
“I am who you think I am. I realized I couldn’t have done any of this without my family and their blessings,” he says.
He mentioned his religion and private values assist him handle the affect of his success.
“I said it about seven years ago, never call me famous,” O’Neal mentioned. “Celebrities are jerks. I just want to be a normal person. I’m a respectful person. I love kids. I love the elderly. I love helping those in need. I love making people smile. So the answer to the question of how I keep my feet on the ground, you know exactly how I do it: Salaam-alaikum [Peace be upon you], brother.”
Shaquille O’Neal’s fried hen chain expanded with a Valencia location serving fried hen sandwiches, sides and shakes.
(Massive Rooster)
Lengthy earlier than he joined he govt workforce, O’Neal performed a serious function in Reebok’s success. Within the early Nineties, whereas Nike and Adidas have been constructing large empires, Reebok wager on O’Neal and Iverson, and managed to place itself as a severe various, particularly amongst city youth. However over time, the model misplaced floor.
Now, with O’Neal main the renaissance of its basketball division, Reebok desires to regain that misplaced area. It doesn’t intend to compete immediately with Nike or Adidas for giant stars, however to create an ecosystem of its personal.
“It’s not about a gamble. It’s about making the right decision,” O’Neal mentioned.
O’Neal has been many issues: NBA champion, Most worthy participant, All-Star, entrepreneur, commentator, DJ, actor, honorary police officer, philanthropist. However maybe his strongest side is that of a person who builds bridges, pushes others and consistently reinvents himself.
This new motion, he says, is strategic and private. He’s having fun with a reunion with the model that believed in him and a chance to return the favor by serving to Reebok join with clients.
This text first appeared in Spanish by way of L.A. Occasions en Español.
