Being an integral part of dynasties winning franchises, and winning multiple Finals MVP accolades. There are a lot of similarities in how Shaquille O’Neal and Michael Jordan’s careers in the NBA turned out. Off the court, too, they have a lot of similarities. From ownership stake in sports teams to being an avid entrepreneur, the parallels don’t stop. Yet there is one huge difference in how they operate, and recently, the Lakers legend explained his thought process.

He spoke about the legacy and impact of not his career but of his sneakers. As Reebok’s President of Basketball and a minority owner of its parent company, Authentic Brands Group (ABG), Shaq has real skin in the game.”There’s so many… I hate to say this. Me and Jordan are on the same path, and what I mean by that is we’re in a league of our own. You know, upstairs market, Jordan rules that market, but I’ve always ruled the downstairs market,” revealed O’Neal. His Airness was the first NBA star who actually opened the doors for others to follow.

His reported 5% royalty deal was an industry changer and is now a regular norm for others. But what does Shaq mean by downstairs market? “The downstairs market, meaning the very affordable brands. I’m the biggest name at the best price. So, I’m the Jordan of the downstairs business. I just always wanted to do something good, to do something fun, and to do something affordable for young kids. So, you know, the Reebok brand, SHAQ brand, it’s all the same thing.” Both Reebok and Nike are competing in the global sneaker market, which stands at approximately $92.43 billion in 2024 and is expected to reach around $153.45 billion by 2034.

The growth predicted according to Zion Market Research is at a compound annual growth rate (CAGR) of roughly 5.20% between 2025 and 2034. Despite being such a big pool for companies to play in, the market is tough. But Shaq is content in providing an affordable shoe. For context, Shaquille O’Neal walked away from Reebok in 1998 to launch his own affordable sneaker line for all ages and sizes. He sold over 100 million pairs through Walmart and Lowe’s. He’s back at Reebok as an executive but continues to sell his inexpensive sneakers that don’t retail for more than $40.

“You hear people that shop upstairs and you have people that shop downstairs, but I’m more of a downstairs guy myself, because Walmart and Target and Kmart and all those stores, those are the stores that I grew up in. Way before I could afford shoes at Foot Locker, Dick’s Sporting Goods, and all that stuff. I had to go to the store where we can get $30, $40, $59 sneakers. So I’m the man when it comes to the downstairs people. I’m the Jordan of the downstairs.”

Shaquille O’Neal explained the main financial difference between Reebok and its rivals

On Netflix’s Power Moves with Shaquille O’Neal, the President of Reebok basketball wanted to know about the young prodigies who could sign with the brand. One such name previously was that of Ace Bailey. At the time, the Utah Jazz rookie did not attend the tournament since he was part of an Adidas-sponsored school. Naturally, they won’t allow their players to participate in rivals’ camps. Reebok’s rivals have a strong foothold on the market.

The market cap of two major rivals, Nike, with $92.69 billion, and Adidas, with $42.94 billion. That’s why Shaquille O’Neal admitted feeling the pressure. “So the whole process that we never had to deal with in the 80s and the 90s, a lot of competition. And we’re not Nike, so it really puts pressure on the team to think outside the box.” Because of their wealth, they are able to sign partnerships at a faster and better rate.

In the documentary, it stated that Nike leads with 68 in the College apparel partnership. Followed by Adidas at 37, Under Armour at 17, and New Balance at 1. Despite not having a major program associated with Reebok, Shaq is content with its strategy for now. Selling affordable shoes on a mass scale is not only a business strategy, but an experience that stems from his own childhood.