Shaquille O’Neal’s athleticism and business prowess require no introduction. But what really was the final push that made him quit Reebok and return as the owner? Let's take a look.

After gracing the NBA’s hardwood for 19 seasons, the NBA icon gradually became one of the greatest business minds of the sporting world. But it started early, when a 26-year-old Shaq was exiting the arena after an Orlando Magic game.

"I'm leaving the arena one day. And this lady is ripping me a new one," O'Neal said on the Full Send Podcast. "'You're charging these babies all this money for the shoes.' I had like $2,000 in my pocket. And I was like, 'Ma'am. I don't make the prices. Here you go.'"

At that time, he had a $40 million shoe deal with Reebok. But the mother’s complaint about the pricing of his endorsed shoes got him “cut[ting] ties with Reebok.” His message for the brand was, “Keep the money... this isn't right.”

Soon after, he went on to do the right thing. Shaq turned to his “favorite store, Walmart,” and started his Shaq brand. His shoes started selling in the $15-$30 range and eventually hit over $10 billion in sales.

But it was just half the story. The NBA legend still did not know what was coming next, as he became the second-largest individual shareholder in Authentic Brands Group. The owner of Forever 21, Barneys New York, JCPenney, Vince, Hunter Boots, and also Reebok.

How Did Shaquille O’Neal and ABG Get a Hold of Reebok?

In 2015, the ABG acquired the rights to manage Shaq’s image and likeness. But by 2021, Shaq extended his portfolio as a shareholder by strategically investing his earnings back into the company. All the while eyeing Reebok.

“Being that I’m partners with (Jamie Salter), the brand master and reviver, the guy who works magic. I told him, ‘I think you should get Reebok,’” O’Neal recalled. “He never said no. And then one day, I wasn’t even thinking about it. And he said, ‘I got a big surprise for you.'”

The CEO sent the NBA star some papers to sign without looking, and Shaq obliged. Salter’s next message was, “Congratulations, my friend, we own Reebok.” And Shaq recalled, “It was one of the best days in my life.”

From being a Reebok athlete to owner, O'Neal's transition remains one of the most successful pivots in sports history.

With that being said, have you bought any Reebok merch after Shaq took over? Let us know in the comments.

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Written by

Deblina Roy

Edited by

Souvik Roy