“I want to be on that Forbes list…” When Shaquille O’Neal made this statement, it wasn’t just another flashy soundbite. It was honest—and maybe even a little vulnerable. Despite having his name etched into nearly every corner of sports, business, and pop culture, the Big Diesel didn’t find himself on the 2024 Forbes World’s Billionaires List. And that stung. Interestingly, sources say Shaq doesn’t often obsess over numbers or rankings. But the moment he noticed he hadn’t cracked that magical billion-dollar mark, it left him thinking. And in true Shaq style, he didn’t sit around sulking—he made a move. And in true Shaq style, he didn’t just reveal the challenge, but used it to the fullest for a noble cause.
The former Lakers legend now has a crystal-clear vision: build Reebok back to greatness. And this isn’t just a celebrity endorsement gig. As Reebok’s President of Basketball and a minority owner of its parent company, Authentic Brands Group (ABG), Shaq has real skin in the game. And how did he reveal this ambitious mission? With heart. During a public appearance, he did something that lit up the room. He offered free sneakers on the spot to every military member in the crowd. And the words? True wisdom.
“Since I’m the owner… Is there a sergeant or lieutenant or a captain here… I want everybody that’s here to write their name on a piece of paper, give it to this young lady, and I’m gonna send you a pair [of Reebok sneakers that Shaq was holding]. I could do that.” Shaq said on The Tonight Show Starring Jimmy Fallon. The entire crowd stood up in the show, only to praise the ‘big shoes’ whose deeds are hard to fill. But beyond this, Shaq has a different agenda, too. To bring back Reebok to the number 1 position. It is never easy. So why did he take up the challenge?
The host asked for clarity and asked Shaq, “So you’ve taken what you’ve learned from the sneaker, shoe industry, and you’re like, ‘How do we make Reebok number one again? And let’s do this.’” That’s the kind of authority Shaquille O’Neal carries—not just in titles, but in impact. The Big Diesel responded, “Growing up a military child, my father always taught me to accept the challenge. Meet the challenge head-on, and try to overcome the challenge…So when Authentic Brands Group had the ability to buy Reebok, I wanted to, step up to the challenge of bringing Reebok back.” And if his mission to revive Reebok continues with this kind of momentum and sincerity, that Forbes list might just have to make room.
How has Shaquille O’Neal created an impact on Reebok’s growth?
When Shaquille O’Neal took the reins at Reebok, fans and industry watchers alike were curious—could the basketball legend really help revive the iconic brand? Fast forward to today, and the answer is shaping up to be a confident yes. One of the biggest signs? Reebok is now betting big on young talent. Rising WNBA star Angel Reese and top high school recruit Darius Acuff Jr. have both joined the roster, highlighting Reebok’s clear intention to champion the next wave of athletes.
But it doesn’t stop there. Reebok has also inked a major multi-year deal with the WNBA to become an official footwear supplier. It’s a smart move that not only grows the brand’s presence but also shines a spotlight on its support for women’s sports. In a bold step forward, Reebok is gearing up to release its first performance basketball shoe in over ten years. This signals a return to the court—literally—and shows they’re ready to compete where it matters.
Feb 13, 2024; Orlando, Florida, USA; Shaquille O’Neal during a ceremony to retire his #32 jersey at Amway Center. Mandatory Credit: Mike Watters-USA TODAY Sports
And just when you think they’re done making moves, here comes the game-changer: Power Moves, a Netflix docuseries executive produced by O’Neal himself, drops on June 4, 2025. The show dives deep into Reebok’s comeback story, from signing new athletes to launching fresh products. It’s a behind-the-scenes look meant to inspire and remind everyone why Reebok still matters.
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