Shaquille O’Neal has built a business empire that rivals his dominance on the basketball court, with ventures spanning fried chicken, endorsements, and major brand investments.
After a 19-season NBA career that earned him hundreds of millions, O’Neal shifted his focus to business. In 2018, he co-founded the fast-casual chain Big Chicken, turning fried chicken into one of his most profitable plays. The brand has expanded across multiple states and internationally, with hundreds of additional locations planned despite some market hurdles.
Beyond Big Chicken, O’Neal has leveraged his celebrity status into endorsements, equity stakes, and strategic investments — most notably his role as a leading shareholder in Authentic Brands Group, a global brand management company. Reports estimate his ventures now generate roughly $95 million annually, surpassing even what he made as an athlete. With a net worth near $500 million, O’Neal demonstrates the power of celebrity branding to create lasting wealth.
O’Neal sold his rights in the private firm in 2015 but later became its second-largest shareholder. Founded in 2010 with an initial $250 million investment, Authentic Brands Group has grown into a global platform valued at approximately $20 billion as of 2023.
The company oversees a portfolio that generates approximately $38 million in annual retail sales and includes brands such as Sports Illustrated, Forever 21 and Champion. It also controls the likeness and licensing rights to the estates of Muhammad Ali, Marilyn Monroe and Elvis Presley.
The portfolio expanded further last month when Authentic Brands Group completed one of its largest acquisitions to date.
The company finalized a deal to acquire a majority stake in Guess?, Inc. for $16.75 per share, valuing the brand at approximately $1.4 billion. Under the agreement, Authentic Brands Group holds a 51 percent controlling stake in a newly formed entity that houses the Guess brand.
Guess’ existing management retains 100 percent ownership of the operating company and will continue to oversee business operations in Switzerland. The sale process began early last year when WHP Global initially offered $13 per share before Authentic Brands Group secured the deal with a higher bid, according to reports.
The acquisition aligns with Authentic Brands Group’s established model of acquiring intellectual property and brand ownership while leaving operational control to existing management teams.
One of the firm’s most prominent brand revivals has been Reebok. Authentic Brands Group acquired Reebok from Adidas in 2022 for $2.5 billion. Late last year, Reebok reported revenue of $5 billion, reflecting renewed momentum for the brand.
O’Neal has played a visible role in that resurgence. He has served as Reebok’s president of basketball since 2023.
“I do everything but nothing. True leaders don’t micromanage,” O’Neal said in an interview with Boardroom last October, describing a leadership approach centered on delegation and final decision-making rather than day-to-day oversight.
After returning to the brand more than two decades after walking away from a reported $40 million deal, O’Neal moved quickly to reshape its basketball strategy. One of his first major decisions was signing WNBA player Angel Reese. In September of last year, Reese released her first signature shoe with Reebok, which sold out within hours, according to reports.
“It’s all about product, players, and the community, and having the confidence to do things our own way,” O’Neal said. “We need to capitalize on Reebok’s heritage and product expertise in the sport for today’s youth, but also focus on getting involved in the community from a grassroots level.”
“We’re going to bring in a new generation of players who have strong authenticity and passion, or what I like to refer to as the ‘it’ factor, who can put their own mark on this brand and make it relevant to a whole new generation,” he said.
O’Neal is joined in the effort by former NBA guard Allen Iverson, who serves as Reebok’s vice president. Iverson focuses on player recruitment, community-based initiatives and athlete activations. His relationship with Reebok dates back to his 1996 rookie season, when he signed a lifetime endorsement deal reportedly worth $800,000 per year.
Together, O’Neal and Iverson have helped reestablish Reebok’s basketball presence in a relatively short period. With Authentic Brands Group continuing to expand its portfolio, the company’s influence across sports, fashion and entertainment remains on an upward trajector.
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