It’s been almost a year since Shaq was named as the President of Basketball Operations at Reebok. He has had only one motive from the start: to surpass other brands like Nike and “take over the world with Reebok”. He even roped in his son Shareef for this project. In fact, Shareef set aside his plans to play in Australia to help Shaq rebrand Reebok. And now, the father-son duo is taking things to the next level with an exciting new project—something big they’re about to drop that will surely turn heads in the sneaker world.

Shaquille O’Neal’s son Shareef opened up on the ClutchPoints YouTube channel about his journey, detailing how he went from overcoming his heart condition to working alongside his dad to bring Reebok back to prominence. When asked about his role in the project, Shareef said, “My role with that was kind of this coordinator a little bit. I was the younger culture they brought in Reebok.”

He explained further, “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.’” As per Shaq, Shareef’s fresh perspective is exactly what Reebok needs to make a huge comeback. But what’s really got everyone talking?

Shareef revealed there’s a huge Netflix documentary in the works that will give fans an inside look at the Reebok rebranding process. As he mentioned, “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.” This documentary promises to dive deep into the behind-the-scenes action, and it’s going to speak directly to sneakerheads and fans alike.

Interestingly, there’s been no recent documentary focused solely on Nike as a brand. The last major doc that touched on Nike and the NBA at the same time was One Man and His Shoes, which centered more on Michael Jordan, released back in 2020. That film grossed nearly $11 million worldwide. With Reebok now gearing up to tell its story for the new generation, this Reebok documentary could very well give Shaq and Reebok the spotlight they deserve.

How Shaquille O’Neal plans to take over the world with Reebok

In 2023, when Shaquille O’Neal and Allen Iverson took over the reins at Reebok, they had one major goal in mind: to hit $10 billion in sales by 2027. With global retail sales of $3.7 billion in 2022, they knew the road ahead wasn’t going to be easy. And from the start, Shaq got an athlete in his mind, who, as per him, will take Reebok to the next level.

That athlete? Angel Reese. “When I took over Reebok and we wanted to do something with women’s sports, she was the first and she was the only [person I thought of],” Shaq told Vibe earlier this year. At the time, Reese was still in college, playing for LSU, and had recently signed an NIL deal with the brand. Shaq’s vision was clear: tap into the growing women’s sports market and make Angel the face of it.

And it’s paying off. “No one was expecting a college player, and no one was expecting a woman,” Angel Reese told the NY Times. And now, Reese has become the second women’s player in history to get a signature shoe from Reebok, following Rebecca Lobo.

So while Shaq’s business strategy is clearly working on a personal level, his family is also enjoying success. Shareef O’Neal is gearing up to hit the court again, chasing his own dream of playing professionally. It’s clear the O’Neal family is ready to take over, both on and off the court.