haquille O’Neal has built a Hall of Fame career by making big moves—and apparently, that instinct doesn’t stop once he leaves the basketball court.
As President of Reebok Basketball, Shaq recently received praise for a decision that many people questioned just a few years ago. Today, it’s looking more like one of the smartest plays in the sneaker business.
The story begins in 2023, when Angel Reese had just finished her unforgettable college career. She hadn’t played a single minute in the WNBA, yet Shaq believed she was exactly the athlete Reebok needed to help relaunch its basketball division.
At the time, it was an unconventional strategy.
Most companies chasing a basketball comeback would have focused on established NBA stars. Shaq had a different vision.
According to Authentic Brands Group Chairman Jamie Salter, O’Neal walked into a meeting with a simple but confident message: Reebok should focus on women’s basketball because the sport was about to explode in popularity.
“Trust me,” Shaq reportedly told him. “There’s going to be a surge.”
Salter admitted that, three years ago, not everyone saw what Shaq saw.
In fact, Shaq was so convinced Angel Reese was the right choice that he pushed Reebok to offer her a bigger deal than she was asking for. That’s a pretty strong vote of confidence.
The gamble paid off.
Reese signed with Reebok before making her WNBA debut, later earning a multi-year extension and joining the exclusive club of active WNBA players with their own signature shoe.
Even better for Reebok, fans responded in a big way.
Her signature sneaker reportedly sold out after its release, validating Shaq’s belief that investing early in women’s basketball wasn’t just the right thing to do—it was also smart business.
Meanwhile, the WNBA has enjoyed remarkable growth.
Television audiences have climbed dramatically, attendance continues to rise, new franchises have entered the league, and fan engagement has reached record levels. The league’s momentum also helped pave the way for a landmark collective bargaining agreement that significantly improved player salaries, benefits, and revenue sharing.
Salter believes Shaq deserves plenty of credit for helping spark that momentum.
He recently said he believes O’Neal “changed the WNBA,” pointing to the increased financial opportunities now available to women’s basketball players compared to just a few years ago.
That’s high praise for someone who simply trusted his basketball instincts.
Ironically, Shaq has admitted his original plan wasn’t even to focus on women’s basketball. His first idea was to pursue an NBA superstar, but budget realities forced Reebok to rethink its strategy.
Sometimes the best game plans are the ones you never expected.
Instead of following the crowd, Shaq spotted an opportunity that others overlooked. He believed women’s basketball was ready for its moment, and he wasn’t afraid to invest before the rest of the industry caught on.
It’s a move that’s become another example of why Shaq continues to thrive long after his playing career ended. Whether he’s building businesses, launching new ventures, or helping shape the future of basketball, he seems to have a knack for seeing opportunities before everyone else does.
For Angel Reese, it meant becoming one of the faces of Reebok Basketball.
For the WNBA, it marked another step in an incredible period of growth.
And for Shaq? It’s another reminder that sometimes the biggest victories don’t happen under the arena lights—they happen in the boardroom.