Many dream of following dad’s footsteps—Shareef O’Neal’s journey comes stamped with Reebok’s logo. “Yes, my dream is to make it to the NBA, and that’s the only dream I really have right now,” the 25-year-old says. But while sons like Bronny James are lacing up to walk their fathers’ paths straight onto NBA hardwood, Shaq’s legacy doesn’t just live in points and rebounds—it lives in soles, through Reebok, and the shoes he hopes Shareef will fill, quite literally!

At 53, Shaq is plotting a corporate comeback. In his new Netflix docuseries Power Moves With Shaquille O’Neal, premiering June 4, the NBA legend teams up with Allen Iverson to breathe new life into Reebok Basketball. The series tracks Shaq and Allen Iverson as they sign Angel Reese and debut Reebok’s first performance shoe in ten years. And while making the TV rounds to promote it, Shaq sat down with Today and opened up about some of his most personal “sacrifices.”

Four-time champ Shaq also feels the toll fame takes on family. During his May 23 appearance on TODAY, he didn’t shy away from the emotional toll his NBA career took on his family. “We don’t need another basketball player. At all,” he said, referring to his hopes for his seven children. And in the Netflix series, that sentiment takes on an even deeper meaning. Sitting across from his son Shareef, who dreams of making it to the league, Shaq lays it out straight: “You know you’re going to have to give everything up, right? How many birthday parties did I miss? How many school plays did I miss? How many times did you wake up and not see me there?”

Without missing a beat, Shareef answers honestly: “A lot.” There’s no bitterness in his voice—just understanding. In the docuseries, he reflects on growing up with a dad who was both everywhere and nowhere all at once. “My dad missed birthdays, games, Christmas. I respected that, but I know when I was a kid, we always used to ask, ‘Is Dad gonna be there?’ We kind of knew that he’s playing basketball, he’s busy,” Shareef says. “I know that every big player that has a family misses a lot of things that they wish they could go to.” It’s a rare, raw moment that pulls back the curtain on one of basketball’s biggest legends.

Shareef’s own journey to the NBA has been anything but smooth. Originally a 4-star recruit, he committed to UCLA before transferring to LSU, his father’s alma mater, hoping to find his rhythm. But then came a major setback—a heart surgery that interrupted his momentum at a crucial time. Despite going undrafted in 2022, Shareef stayed relentless, joining the Lakers’ Summer League team and later the G League Ignite. In 2024, he signed a brief Exhibit 10 deal with the Sacramento Kings but was waived and reassigned to their G League affiliate, the Stockton Kings, where he missed the final roster again.

Though the NBA dream is still on hold, Shareef has embraced a new chapter—working alongside his father at Reebok Basketball. He’s pouring energy into the brand revival—his NBA shot waits.

Shaquille O’Neal’s big ask: Bringing Shareef into the Reebok family

When Shaquille O’Neal took on the role as president of Reebok Basketball in October 2023, he wanted his son Shareef right there with him. Over Thanksgiving dinner that year, Shaq asked Shareef for a big favor: “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.” Shaq saw Shareef’s cultural insight as Reebok’s secret sauce. Plus, with Shareef’s heart surgery history and the tough path he’d walked in basketball, Shaq felt this was a way to keep his son close while building something meaningful together.

Shareef, who had been grinding hard on his own NBA journey, took his dad’s ask seriously. On the podcast Then They Rose, he said, “Basically, my job for Reebok right now is bringing in the culture, connecting the culture to Reebok. So, I took a year from playing professionally. I still work all the time, but seeing what all the things my dad has done for me, I wasn’t going to go to Australia to be 16 hours away from my family when they were just holding me down from the past, however many years.” It’s clear this isn’t just a job for Shareef; it’s a way to honor his dad’s sacrifices and make an impact where it counts.

And so far, it’s paying off. Shareef explained while talking on the podcast, “We’re doing a really good job right now, and I say by the time 2025 starts, Reebok will be up there with the rest of these brands, and I’m glad I can contribute with that.” Shaq has been hands-on too, celebrating big wins like signing WNBA star Angel Reese and even co-designing shoes with Shareef. Shaq told Jimmy Fallon, “This experience was fun. I got to work with my son… I got to work with my oldest son Shareef because he’s like my portal to these youngsters, because you know these youngsters are crazy.” With father and son teaming up, Reebok is rewriting its story, two generations at a time.

Shareef still holds tight to his NBA dream. “Any team that’s willing to give me a chance—I don’t care where I am, I just want to play,” he says. But as that dream burns, his father’s words echo even louder. Shaq isn’t standing in the way—he’s not discouraging the journey. He just wants his son to understand exactly what it costs.