Nearly a year ago, Shaquille O’Neal took on a whole new role—President of Basketball Operations at Reebok. And no, he wasn’t content to coast on a name. He made it clear from the get-go that his mission was to “take over the world with Reebok.” But instead of going solo, Shaq brought in someone special—his son, Shareef. Shareef O’Neal—fresh off a brief G-League stint—was eyeing Australia’s NBL when Shaq tapped him for a top-secret Reebok redesign task force. Turns out, it might’ve been the smartest play either of them ever made.

Soon after, Shaq made another power move by signing Allen Iverson as Vice President. Their target? A whopping $10 billion in sales by 2027. And sure, with Reebok pulling in $3.7 billion globally back in 2022, that goal sounded like a stretch. But behind the scenes, Shareef was already rolling up his sleeves. In fact, Shaq recently told Jimmy Fallon his son is not a support act, but a driving force in understanding what the younger generation actually wants.

Even Shaq admitted he’d become the student, not the teacher. “I got to work with my son. I actually learned a lot,” he confessed. And it didn’t stop there. “You know, one thing, when you grow up with the drill sergeant, the number one thing they teach you is to listen. So me being in the corporate world, I had to listen.” That’s right. Big Diesel himself had to take a backseat and let Shareef lead the way, especially when it came to Gen Z style.

And let’s be real—Shaq knew he was out of touch. “I had to realize that these youngsters wear bright colors now. The colors don’t always have to match your uniform. They don’t wear high tops,” he admitted on The Tonight Show. But by listening and adapting, he said, “I think it helped me emerge with the team, and we were able to, you know, come out. The shoot was doing very well.”

Ultimately, the Shaq-Shareef alliance didn’t just keep things ‘in the family’—it fueled Reebok’s biggest youth-market uptick in a decade. Funny thing is, he once clowned Shareef’s fashion sense. But now? That same style is helping Shaq turn Reebok into a youth-driven force.

Shareef did the job despite Shaquille O’Neal’s jokes

While most people expected Shareef O’Neal to focus solely on hoops, he’s been making quiet moves elsewhere. Back in November, he told ClutchPoints he’s got other plans. “I wanted to get more into like fashion business and just music stuff, video games—stuff,” he shared. Turns out, during his break from basketball, he’s been soaking up everything about the fashion world. “I got to work in fashion,” he said—and not just as a hobby.

Then again, what makes this story sweeter is how it started. On the same podcast appearance, Shareef revealed his dad, Shaquille O’Neal, used to roast his outfits. But despite all the jokes, Shaq saw potential. When Reebok—a $2.46 billion brand—was gearing up for a comeback, Shaq brought Shareef on board to help lead the charge. It wasn’t just a gesture. He knew his son’s taste could help bridge the gap with younger audiences.

“I know I always make fun of what you wear,” Shaq admitted to Shareef, “but I really want you to help, like, you know, rebrand.” That meant working on sneaker designs, clothing, and even helping scout new talent. From being the butt of the joke to the brain behind the scenes—Shareef got the call-up for real.

And now? His work’s already showing results. “We’re doing a really good job. I’d say that by the time 2025 starts, Reebok will be up there with the rest of these brands. I’m glad I contributed to that,” Shareef proudly said on Then They Rose. Looks like Shaq’s trust—and a little trolling—turned out to be Reebok’s lucky break.