Shaquille O’Neal isn’t just famous for his dominance on the basketball court or his $500 million net worth as a savvy business owner. He also stood by his principles, even if it meant putting millions of people in trouble. In 1998, Shaq made what he called his “best business decision” — a move that made him more than just a profit-seeking athlete.
During an appearance on the “Full Send” podcast in 2021, Shaq shared why he ended his $40 million, five-year sneaker deal with Reebok. inflection point? Fierce conflict with frustrated mother.
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One day, after a game at the Orlando Magic Arena, a woman approached Shaq and she wasn’t shy about speaking her mind. “This lady ripped me a new hole,” Shaq recalled. Her problem? The Reebok sneakers that bear his name carry a hefty price tag.
“She called me an asshole and said, ‘You’re charging these babies so much money for shoes.’ I had $2,000 in my pocket and I wanted to give it to her,” Shaq said. But this woman wasn’t looking for a handout.
“She took the money out of my hand and said, ‘Why don’t you make an affordable pair of shoes?'” Shaq added.
That moment resonated. “I thought about it and, you know what? She’s right,” Shaq said.
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That same day, Shaq made a life-changing decision: He ended his partnership with Reebok.
“I told them, ‘Keep the money. This is not right,'” Shaq shared. He decided to create his own shoe brand, prioritizing affordability without compromising on quality or style. “I went to my favorite store, Walmart, and we made a deal,” he said.
Shaq’s vision was clear: create sneakers priced between $15 and $29. While some doubted whether kids would want to wear “cheap” shoes, Shaq proved them wrong. “It’s not that kids don’t want to wear $20 shoes, it’s that they don’t want to wear shoes that look like they cost $20,” he explained.
The partnership with Walmart has been a huge success. As of 2021, Shaq’s line of affordable shoes has sold more than 400 million pairs. Thanks to Shaq’s decision, families who once couldn’t afford branded sneakers now have access to a stylish, durable option.
