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How Shaquille O’Neal Became the Boss of the Brand That Once Paid Him

Originally posted on AirJordanChronicles | By Deblina Roy | Last updated May 11, 2026 6:39 PM ET

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.'”

In 1998 Shaquille O'Neal had a $40 million deal with Reebok.

Then a mother stopped him outside an arena and changed everything. She was furious. Told him he was charging kids too much for his shoes. Shag pulled $2,000 from his pocket and tried to hand it to her.
She smacked it… pic.twitter.com/f5la6BvQXb
— BILLIONAIRE UNIVERSITY® (@TheBillionaireU) May 10, 2026

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.

This article first appeared on AirJordanChronicles and was syndicated with permission.

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