Authentic Brand Groups have owned the name and image rights of retired NBA pro-turned-analyst, Shaquille O’Neal for a long time. Since 2015, they’ve had Shaq as both a client and stakeholder. He’s currently the second-largest shareholder in Authentic with sufficient pull to decide brand acquisitions. He spurred Authentic to acquire Reebok in 2021 and now he’s the President of the Basketball division of the brand behind the ‘Shaq Attac’ sneakers.

Since expanding into fashion and retail, Authentic has also acquired Forever 21, Barneys New York, JCPenney, Vince, Hunter Boots and more. Shaq also has his own involvement in these brands, like his affordable men’s fashion line at JCPenney. Indeed, the Lakers legend has some involvement in Forever 21 too through Authentic.

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Shaquille O’Neal recently splurged at Forever 21 to make some holiday shoppers very happy. It’s not new for him. However, it speaks of his serious reach to make his spontaneous acts of philanthropy possible. Shaq and his eldest daughter, Taahirah O’Neal, went shopping when she shared her dad’s generous act on Instagram. She revealed he paid for the purchases of all the shoppers at Forever 21. The 27-year-old was apparently moved and proud of her kind dad.

The Big Aristotle parlays his business connections for charity often. His charity spree also benefits the brands he’s linked to. Clearly, Shaq being part of the store’s ownership group benefits not just the shareholders but their customers too! Shaq has proved that time and again.

Shaquille O’Neal gets his business partners involved in good

A day before Taahirah disclosed his generous splurge at Forever 21, Shaq was in South Fulton hosting a toy giveaway for over 1500 kids.

The 4x NBA champion acquired 4000 presents at least and organized an ice-skating activity. The event was in partnership with his old frat bros, the DA Fani Willis, and local law enforcement. He’s contributed to the community in many ways and has the reach to enable to his philanthropy.

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Sitting on the Board of Directors at Papa John’s, he’s turned around the pizza giant’s image through the Shaq-a-roni. The proceeds from the massive pizza sales go towards different charities supported by both Shaq and Papa John’s. The pizza chain is often sponsoring pizzas at Shaq-a-Claus events too.

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Authentic has a huge part in Shaq-a-Claus. Several brands under it contribute presents and Authentic merch is also given away in the presents. While we dive into the holiday season, expect more of Shaq&Co. spreading Christmas cheer.