“When I first came out [of LSU], I wanted to be the first big man [in the NBA] to have a shoe. I went to Nike, they didn’t want to sign me, so I went to Reebok. I went back to Nike wearing a Reebok jacket.” Shaquille O’Neal once spoke about his ambition and mindset in the shoe business despite getting rejected by the Swoosh brand. With Reebok, he built an audience where Shaq Attaq and Shaqnosis are, to date, fan favorites. Helping him build the brand to reach the previous success is his son, but recently Shareef is seen promoting other brands.

On his Instagram story, the 24-year-old shared a sneaker exclusively made for ComplexCon 2024. Junior Major created a special shoe “@emotionaltherapy_ X @aranastudios 🕷️.”

Currently, the pair is not up for sale, since they only listed it for the event, but their website offers other colorways starting from $180. It’s not the first time the LSU alum chose another option over his father’s legacy. 10 days ago, on his IG story, he promoted a $5.4 billion footwear brand.

Surprisingly, it was a throwback clip, where he admitted his obsession with the brand. “2 years ago with @crocs and @salehebembury.” Salehe Bembury is a shoe designer who worked on Crocs Pollex Clog. It’s the same footwear he flaunted, as he had 4 pairs of the Crocs. The throwback story had a caption, “All I wear.” In fact, he spun a whirlwind after his GOAT choice which did not feature Shaquille O’Neal.

Shareef was not the only one who graced the ComplexCon 2024 two weeks ago, O’Neal’s oldest accompanied him. Taahirah and Shareef’s amusing sibling moment was on full display. One other clip of the 6’10″ forward had fans buzzing when he called LeBron James GOAT.

Even Myles referred to King James as his GOAT, during the Complex interview, so it seems the 4x NBA Champion’s kids have a different taste. That’s why Shaq got his son, involved in the business with Reebok probably to understand his vision better.

“My role with that was kind of this coordinator a little bit. I was the younger culture they brought in Reebok.” Shareef spoke to ClutchPoints and highlighted the conversation where he and his dad discussed making a comeback against Nike.

Shaquille O’Neal’s sneaker plans for Shareef

Let’s not forget that the 24-year-old was all set to play in Australia, to continue his hooping career, but Shaquille O’Neal had other ideas. “So my dad’s like, ‘You know what kids like nowadays? You’re the young generation. You know you wear the baggy-a-s pants, the big shoes.’ He’s like, ‘You know what you like.” 

And it’s exactly the reason why Shaquille O’Neal, President of Basketball at Reebok, asked his son not to travel to Australia.

“He’s like, ‘Can you do me a favor this year? Can you help me rebrand Reebok? I’ll let you help redesign the shoes… redesign the clothes and help sign players. I really need your help.’” The Los Angeles Lakers legend sought his son’s help to build his division in Reebok. During the interview, he also announced a special project with Netflix.

Shareef spoke about a Netflix documentary is in the works with Reebok which will highlight the rebranding process of the company. During his time researching the market fit products, he learned more about the history of Reebok.

“I had to do my research on Reebok, but I know back then they were up there with Jordan and Nike. It was like they were neck and neck with Jordan and Nike.” Despite promoting other shoes, it seems Shareef has his priorities in order to help his father bring back the old glory for Reebok.