The Shaq Brand has always been big, bold, and unmistakably Shaquille O’Neal. But now? It’s taking on a fresh look — and a new leader. On a recent episode of The Big Podcast with Shaq, the NBA legend dropped some major news: his son Shareef O’Neal is officially stepping into the family business and taking the reins of his father’s iconic sneaker line.
Shaq delivered the announcement in classic Shaq fashion — honest, funny, and proud.
“My son is taking over now because my stuff was kind of old,” he joked. “He said, ‘Dad, let me create something for the YNs.’ I didn’t even know what YNs were… A lot of these shoes are his designs.”
Shareef, 25, is bringing a modern edge and youth-driven style to the brand, aiming designs at what he calls the “YNs” — young newcomers, the next wave of sneaker fans and hoop culture creators. And by the way Shaq told the story, Shareef didn’t just want to help. He wanted to innovate.
A Sneaker Legacy Built on Accessibility and Reinvention
To understand the magnitude of this moment, it helps to look back at the sneaker journey Shaq built from scratch.
Shaquille O’Neal first entered the sneaker world in 1992 with Reebok, launching the beloved Shaq Attaq line. His shoes instantly became a part of basketball culture — big, bold, and as unmistakable as the man himself.
But Shaq famously took a different path in 1998. Tired of seeing kids unable to afford signature shoes, he split with Reebok to build an affordable, independent line sold through Walmart. That move birthed The Shaq Brand, a sneaker line designed with everyday families in mind. To this day, Shaq still proudly talks about the decision as one of the most meaningful of his career.
But Shaq’s Reebok chapter wasn’t over. In 2012, he reunited with the brand, and by 2023, his role had grown even bigger: Reebok named him President of Reebok Basketball. The move made sense — not only is Shaq the face of one of Reebok’s most iconic eras, but he’s also a major shareholder in Authentic Brands Group, the company that owns Reebok and the licensing rights to The Shaq Brand.
Now, with Shareef stepping into leadership, the sneaker line is entering its next evolution — connecting the legacy of the ’90s and 2000s with the energy of today’s young trendsetters.
Shareef’s New Chapter
Shareef O’Neal’s career began on the court, with college stops at UCLA and LSU. He also earned opportunities at the NBA level, but it now appears his future is shifting from the hardwood to the boardroom.
And who better to carry on the family’s sneaker legacy?
Shareef represents the next generation of the brand’s DNA — creative, stylish, plugged into youth culture, and ready to build something new while honoring everything his father created.
Shaq may be the legend, the icon, the original big man of the sneaker world — but Shareef is here to build what comes next.