The New Face Of SHAQ: How Shareef O’Neal Is Renovating The House His Father Built

Four hundred million pairs sold don’t lie. It began when a mother told Shaquille O’Neal that his sneakers were too expensive. Shaq heard her, changed... © Sneaker News, 2025. | Permalink | No comment | Add to del.icio.us The post The New Face Of SHAQ: How Shareef O’Neal Is Renovating The House His Father Built appeared first on Sneaker News. The post The New Face Of SHAQ: How Shareef O’Neal Is Renovating The House His Father Built appeared first on Sneaker News.

Four hundred million pairs sold don’t lie. It began when a mother told Shaquille O’Neal that his sneakers were too expensive. Shaq heard her, changed course, and built a line rooted in accessibility. From that moment on, the brand carved out a place in sneaker history, successful in a way sneaker culture rarely acknowledges.
Now the brand is shifting again under new creative strategist Shareef O’Neal, Shaq’s son, who has a natural feel for what young players want and where modern basketball design is heading.

What started as a virtual interview request sent to senior footwear designer Kyle Barbuti quickly turned into an in-person visit to Galaxy Universal’s New York office, where we sat down with both Shaq and Shareef to discuss the appointment. Galaxy manages SHAQ Brand along with Reebok, and it became clear that this next phase is being built with intention.

Down the hall from the Reebok room is the SHAQ room, smaller for sure, but arguably more packed with upcoming product. As we stood beneath Shaq’s size 22 samples in awe of the literal and figurative stature of the man about to enter the room, we met some of the people guiding the brand forward. Kyle walked us through new design directions and talked through the inspirations behind specific models. We met Gregory Jordan, Shaq’s nephew and part of the team developing SHAQ’s marketing strategy. Lars Astrum, who oversees SHAQ along with AND1 and Avia Legacy, spoke about the return of a direct-to-consumer approach, something the brand tried during the Dunk.net era before the dotcom crash halted the idea. SVP Lisa Shein Stone explained the structure that connects Galaxy with SHAQ, Reebok, and the rest of its portfolio.

When it came time to sit down with Shaq and Shareef, Shareef laid out his vision. He wants to elevate the brand for a younger generation. He understands their style and what they respond to, and he brings a creative energy his father admits he never prioritized.

After we wrapped our questions, the visit became a more relaxed walk-through of upcoming styles. Shaq picked up a black and green Devastator and mentioned that it would have been perfect for his days in Boston. The Chromz stood out as the clearest link between eras. The shoe first appeared in the early 2000s during the Dunk.net period, worn by Shaq during his famous dunk in Game Seven of the 2000 Western Conference Finals, when he famously pointed up with two hands to his newly born son. That same moment is tattooed on Shareef’s leg. Other styles simply scream Gen Z, including slip-ons, slides, and loud designs that feel perfectly at home in high school hallways.

But the new Dunkman 1.0 model is the centerpiece. It’s a low top designed for the modern game, shaped around what young hoopers look for right now, with a clean lateral logo hit and an abstract, performance-driven build. To support the launch, the brand is backing a limited TNT series where forty top dunkers compete for a $200,000 cash prize.

Throughout our conversation, Shaq and Shareef returned to one point about their product. Their shoes are affordable, not cheap. “There is a difference between cheap prices and cheap shoes,” Shaq said. “They are made in the same factories that all these other expensive shoes are made in,” Shareef added. That’s a fair point, especially in a world where people often chase the items that cost the most rather than the ones that make the most sense.

The mission to make sneakers families can afford is meaningful, sure, but SHAQ isn’t making that the main proposition. Don’t forget that SHAQ Brand was created by one of the strongest and most competitive players in basketball history, and that drive still fuels the direction today. At one point, Shaq tapped his own logo and said, “You can wear that with pride. There might be a couple fools who talk about you, but if you know the game, you know that motherfucker right there was a bad man.”

Check out our full Q&A with Shaq and Shareef below.

- Shareef and Shaq Photos courtesy of Authentic Brands Group

“If I sold my shoes at the same price as Jordan and sold over 400 million pairs I’d be a trillionaire.”

Shaq on focusing on keeping prices low

Sneaker News/Andrew Rizzo: Shareef, when you look at the future of SHAQ footwear, what’s the first thing you want people to understand about your vision?

Shareef O’Neal: My vision is to elevate. My dad has set this brand up to be successful the way it is, and I don’t want to change any of that. Just elevating it to the new culture. Speaking to people my age and releasing shoes for the generation we live in.

How does your own experience growing up in this family shape your vision?

A big lesson I’ve learned just from growing up in this family and having him as my dad was respect. I never put myself over anybody. Treat everybody the way you want to be treated. It’s a pretty basic saying, but that’s kind of big in our family. One thing that I heard about when I was at LSU or any place that he’s had an impact on is the stories. How nice he was, how respectful he was. People always remember him more than just for basketball and the business stuff, just the good person he is. So I bring that attitude with me everywhere and I really follow that.

Shaq, how did the decision to pass the reins to Shareef actually unfold? Did he approach you first, and what was that early conversation like?

Shaq: The younger generation, they know who I am, but I don’t think they know what I do. People for so long would say “the shoe is cheap.” But there’s a difference between cheap prices and cheap shoes. You can see that none of my stuff is cheap. We do the same thing everybody else does. I’ve always taken pride in not overcharging the shoe. So he speaks to that generation. And I want him to learn the business a little bit. And I think he’s been doing a pretty good job. Him and Kyle, our designer, they know what the young kids like and they’ve been making the shoes look really, really dope.

Me, I’m more of a simple guy. My thing has always been affordability. When that lady cursed me out, I was young and new in business. I went home and I thought my mother would be on my side. I said Mom, this lady cursed me out. And my mom said maybe she’s right. You guys are charging the babies too much. And I thought about it and I was like, you know I never had shoes that cost $100. So why am I charging these kids this much when I already got a shitload of money. So that’s when SHAQ brand was created. And since that we’ve sold over 400 million pairs. I’m in a whole bunch of different markets, Poland, Mexico, Panama, and it’s all about affordability. So Shareef’s gonna keep that going but turn it up a little with all the different styles.

Shareef and Shaq Photos courtesy of Authentic Brands Group

“I want people to look back a few years from now and say that SHAQ brand is back and acceptable in the market because Shareef did his thing.”

Shareef on his personal goals as Shaq Brand’s Creative Strategist

Can you expand on the pricing of the shoes? Do you think you guys get looked at unfairly for being affordable?

Shareef: I think one thing is that people might think the shoes are cheap but they’re made in the same factories that all these other expensive shoes are made in. People don’t know that. So you could have these in one room and then some new 11s in the other room that people are gonna pay x amount of dollars for. But they’re all made in the same building.

Shaq: And that’s because we’re programmed to think all the hot shoes cost $1,000. If I sold my shoes at the same price as Jordan and sold over 400 million pairs I’d be a trillionaire. But that’s not the goal. The goal is to take care of the babies. You see this right there (points to SHAQ logo on Dunkman 1.0). You can wear that with pride. Might be a couple fools that talk about you, but if you know the game, you know that motherfucker right there was a bad man.

Shareef, you’re stepping into a new chapter with both the SHAQ brand and your new deal with Wasserman.

Shaq: What’s that?

Shareef: (Laughs) Wasserman Music, you’re with them too. You, me and Miles.

Shareef and Shaq Photos courtesy of Authentic Brands Group

“I didn’t know kids don’t wear high-tops anymore. And that’s when I had to say, “you’re right.” And I had to start listening.”

Shaq on when he knew he had to hand over the reigns

So your dad is an obvious influence, but who else do you look to when it comes to building a personal brand and navigating the business world?

Shareef: I would say my brother, my older brother Miles. He kind of was the breakout child for our family. He was one that didn’t play basketball. He built a brand for himself doing DJing, modeling, fashion. I would say after my dad, I would look at him. It’s probably my inspo for creating a brand for myself and showing people my personality, what I’m good at, and getting my hands on a lot of stuff.

You were involved in the development of the Reebok Engine A. How was that experience for you?

Shareef: With the Reebok Engine A, that was kind of a new path for me, just recently getting out of the G League and going straight into the shoe designing world. For me, I didn’t know how to use any Adobe Illustrator, none of that yet. So for the Engine A, they asked me what shoes I like to play in and what I like from them. So that’s kind of how the basics of it started. I told them what shoes I play in, GT Cuts, Kobes, all that, what do I like about these? And then we built the shoe from there. The Engine A came out amazing. I got to make a custom PE pair, Brothers of Destruction is what I call it for Kane and The Undertaker. I made one purple pair, one red pair. I learned a lot and being out in Boston and Miami working with Reebok was a great experience.

Shaq: When I became the president of Reebok, I said “ok, we’re gonna design some high-tops.” And he told me “hey man, kids don’t wear high-tops.” And me being dad, I’m like “fuck outta here you don’t know what you’re talking about.” But he was smart. He invited me to an AAU game, and you know AAU they got like sixty courts. Court one, no high-tops. Court two, no high-tops. I didn’t know kids don’t wear high-tops anymore. And that’s when I had to say, “you’re right.” And I had to start listening. He knows the next generation, and I say if you can take it to the next level it’s yours.

Shareef and Shaq Photos courtesy of Authentic Brands Group

“…people might think the shoes are cheap but they’re made in the same factories that all these other expensive shoes are made in.”

Shareef on the stigma of lower-priced shoes and quality

Shaq, when you look at Shareef’s approach so far, what impresses you or gives you confidence that the brand is in good hands?

Shaq: Well I’ve always been a delegator, and when I look at him he just knows things I don’t know. I don’t know how to draw, so I got a guy that can draw and then my job was to say ok it’s cool. You guys are more technologically advanced than we are. So that’s something I never had that I think these guys can excel in.

Shareef, when people look back years from now, what mark do you hope to leave on the brand that feels distinctly yours?

Shareef: I want people to say he brought it back. He made something come back to life. Not that it ever lost its life, but I want people to look back a few years from now and say that SHAQ brand is back and acceptable in the market because Shareef did his thing. We started off strong with ComplexCon. We were the only booth there I think for free, and Complex actually loved that for the event. We got a lot of other stuff coming up. I just want people to be like Shareef had a big impact on the sneaker culture, fashion culture.

Shaq: My era was more of a price era. We looked at it and said “damn $30? I ain’t buying this shit.” This era is more about the style. And I’m like that. I’ll buy something for $10 or $1,000 as long as it looks good. I would rock these motherfuckers (picking up Dunkman 1.0) with some black pants and a black shirt and a black leather jacket. I kill they ass in a fit like that.

Shareef and Shaq Photos courtesy of Authentic Brands Group

“Might be a couple fools that talk about you, but if you know the game, you know that motherfucker right there was a bad man.”

Shaq on his brand’s place in the sneaker industry

What’s one thing you’re excited to watch Shareef learn for himself as he leads the next chapter?

Shaq: Well experience really is the best teacher. But when people ask me what success is, I really don’t know. Let’s say this shoe sells thirty million (picking up the Dunkman 1.0). Ok? What’s the next shoe? That’s how I raised him, and that’s what my father did for me. So we get excited for the time being but after we have the championship parade, it’s onto the next project. You see a hundred shoes up there. I don’t want this one to sell thirty million and that one to sell thirty thousand. We want all of them to be equally successful. So it’s work, work, work, and if you have that mentality, it keeps you motivated.

How would you describe the era you hope Shareef builds for the brand and for the next generation watching this transition?

Shaq: Well I hope people like what they see. And if they don’t then he/we have more work to do. The thing is it’s a different challenge every day. And the more prepared you are the better chance you have for overcoming the challenge. You teach them one way, and then you reteach them. So I’m gonna start reteaching him to love to fail. Because we’re programmed not to make the same mistake twice. So say this style doesn’t work, we’ll go back to the drawing board. For him it’s all about continuing to do the right thing and having fun.

All the big names out there, I’m in that one through five. KD, LeBron, Kobe… SHAQ is in that motherfuckin list. I think that’s why we survived. I’m not saying I’m number one but I’m definitely not number five.

SHAQ Brand was founded in 2001 with a simple mission: make cool sneakers that kids and their families can actually afford. Since then it has grown into an extraordinary success, surpassing 400 million pairs sold and, more importantly, helping kids feel confident without breaking their parents’ wallets. As Creative Strategist, Shareef O’Neal’s role is to help the brand speak to today’s younger audience with designs built for the modern game. That initiative is already well underway with a slew of new and improved models.

The SHAQ Dunkman 1.0 epitomizes the direction the brand is moving in, a low-top with an abstract yet approachable, youth-driven design. Durable leather and suede overlays wrap the base while a lightweight EVA midsole pairs with an EVA padded insole for everyday comfort.

Meanwhile, the Devastator 2.0 channels the aggression that defined SHAQ’s game, marked by sharp lines and colorways that some may trace back to the Hall of Famer’s various teams. For the little ones, the SHAQ Reign delivers the kind of eccentricity kids crave, with abstract paneling and colorways that are just as energetic as the silhouette itself.

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