Nike does not own the Shaq brand. Shaquille O’Neal, famously known as Shaq, is an American former professional basketball player who played 19 seasons in the NBA. After retirement, he has become a successful entrepreneur with investments across various industries. While Nike was Shaq’s longtime shoe sponsor during his playing days, he owns his personal “Shaq” brand independently.
Shaq’s Early Basketball Career
Shaquille O’Neal was born in 1972 in Newark, New Jersey. He had a successful high school basketball career and joined Louisiana State University in 1989. At 7 ft 1 in (2.16 m) tall and over 300 pounds, Shaq was a physically dominating center. He was drafted 1st overall in the 1992 NBA draft by the Orlando Magic. Shaq spent 4 seasons with the Magic, being named an All-Star each year and leading them to the 1995 NBA Finals.
Shaq Joins the Los Angeles Lakers
In 1996, Shaq signed as a free agent with the Los Angeles Lakers. Paired with young star Kobe Bryant, Shaq and the Lakers won 3 consecutive NBA championships in 2000, 2001, and 2002. Shaq won the NBA Finals MVP award each time. He cemented his legacy as one of the most dominant centers in NBA history.
The Nike Deal
In 1992, Nike signed Shaq to a $3 million per year endorsement deal shortly after drafting him first overall. Nike released Shaq’s first signature shoe in 1993. Over his career, Nike released over 20 signature shoes for Shaq with names like Shaqnosis, Shaq Attaq, ShaqFu, and Shaqzilla.
The Nike-Shaq partnership was monumentally successful. Shaq’s signature shoes generated over $100 million in annual sales for Nike during the late 1990s at the height of his popularity. Shaq’s shoes were a cultural phenomenon and were worn casually by millions beyond just sports fans.
Shaq Builds His Personal Brand
While Nike owned the rights to Shaq’s shoe brand and shoe designs through their endorsement deal, Shaq set out to build his own personal “Shaq” brand beyond just shoes. He trademarked his Shaq nickname and likeness early in his career.
Some highlights of Shaq building his personal brand empire over the decades:
- Launched a music rap career under the name Shaq Diesel, releasing 4 solo albums in the 1990s.
- Starred in movies such as Kazaam, Steel, and Blue Chips.
- Launched “Shaq” branded merchandise including clothing, watches, jewelry, and more.
- Opened “Shaq’s Fun House” branded entertainment venues and restaurants.
- Became a minority owner in sports teams like the Sacramento Kings and Miami Heat.
- Invested in tech startups like Google and Ring (acquired by Amazon).
- Became a brand ambassador for companies like Pepsi, IcyHot, and Carnival Cruise Line.
While Nike sponsored Shaq’s basketball shoes, he expanded the Shaq brand into a diverse business empire. He once said “I’m not a businessman, I’m a business…man.” Shaq realized the power of his personal brand early on.
The End of the Nike Partnership
By the early 2000s, Shaq was unhappy with his Nike deal for several reasons:
- Royalty disputes – Shaq felt Nike was not paying him proper royalties on signature shoe sales.
- Lack of control – Shaq could not own his shoe brand or have input on designs.
- Missed marketing – Shaq was not always highlighted properly in Nike’s marketing campaigns.
In 2002, Shaq turned down Nike’s $40 million offer to renew his contract, instead signing a $100 million deal with Reebok. This allowed him to have more control and royalties for the Shaq shoe brand at Reebok. However, Reebok discontinued Shaq’s signature shoe line in 2012 after mediocre sales.
Buying Back Brand Control
After retirement in 2011, Shaq negotiated a buyback agreement with Nike to purchase the rights to his shoe brand and existing shoe designs. This allowed him to restart the Shaq shoe brand independently. However, there are some restrictions:
- Nike retains rights to all Shaq shoes released under their original deal.
- The new Shaq brand cannot re-release exact copies of previous Nike shoes.
- Nike still owns rights to retro Shaq shoes for re-release.
This allows Shaq to produce new Shaq branded shoes, but Nike maintains control of past designs like the Shaq Attaq and Shaqnosis.
The Current Shaq Brand
Some current highlights of Shaq’s independent “Shaq” brand business empire:
Shoe Deals
Shaq has partnered with discount retailers to launch affordable Shaq branded shoes:
- Walmart – Shaq launched Shaq branded basketball and casual shoes at Walmart in 2014.
- Payless – In 2019, Shaq teamed with Payless on the Shaq Pro basketball shoe line after Payless emerged from bankruptcy.
- Skechers – Shaq signed a lifetime deal in 2019 for Shaq branded lifestyle and performance shoes.
Clothing and Accessories
Shaq has licensing deals for Shaq branded clothing and accessories, including:
- Macy’s – Sells a line of Shaq suits and formalwear.
- JCPenney – Carries a collection of Shaq underwear and loungewear.
- Kohls – Markets Shaq branded watches, wallets, backpacks and more.
Other Ventures
Some other current Shaq branded businesses and investments:
- The Shaq – Chain of fast casual restaurants located in airports.
- Shaquille O’Neal Foundation – Charity focused on improving children’s education.
- Shaq’s Fun House – Startup providing branded live events and festivals.
- Authentic Brands Group – Shaq sold rights to his branding empire to ABG in 2015 for equity.
- Shaq’s Garage – Car dealership chain launched in 2022 selling affordable preowned vehicles.
- Papa John’s – Shaq is a brand ambassador, board member, and restaurant franchise owner.
Conclusion
In summary, Nike does not own the Shaq brand. While they sponsored his signature shoes for many years, Shaq has been strategic in building his personal Shaq brand empire separate from Nike. By trademarking his name, investing broadly, and buying back control of his shoe rights, Shaq has established the Shaq brand as one of the most powerful celebrity brands worldwide. Though past Nike designs are off limits, Shaq continues growing his independent shoe business through partnerships with major retailers. The Shaq brand also lives on through merchandise, restaurants, and investments bearing Shaq’s name, image, and likeness across the corporate landscape.