From the moment Shaq was introduced, the NBA world had to stop and look twice. This wasn’t an ordinary, traditional seven-footer. The Big Diesel was vastly different. He was rapid across the floor, smashed outdated rims, and bruised defenders. His overwhelming strength and aggression sowed the seeds for his long spell of dominance. Then there was his alluring personality. It was tempting, yet intriguing at the same time. It enabled him to open a new domain into the world of entertainment.

He became a multimillionaire from NBA salaries. The Diesel earned over $290 million, allowing him to cleverly invest and transform into a business mogul worth $400 million. But is money his most valuable asset? EssentiallySports’ hunt for the answer invited a conversation with Leonard Armato, a super agent who formerly worked with Shaq. While conversing with our NBA correspondent Vishal Kolar on EssentiallySports FanCast, he claimed that it is Shaq’s wit that landed him at the top of the mountain.

Vishal: “So he really comes up with the stuff on top of his head is there like a PR team?” 

Armato: “No no he says I’ve got these homeboy marketing instincts and he does have incredible  instincts for creating marketing spin, marketing interest, and interest in people things and he does it in a way that pushes the envelope but never too far and that’s why he’s the most loved athlete celebrity out there” 

Kolar was awestruck by Shaq’s wit and creativity. He delved into the story he read about the former MVP conjuring a story about David Robinson refusing an autograph only to make himself hungrier and crave success at a more desperate scale. For Armato however, it was a usual day with Shaq.

Armato: “He made it up just to create interest in the game, create interest in the Rivalry. I mean the guy’s genius when it comes to stuff like that. He’s a genius, and I represented him and we worked on all kinds of stuff together and sometimes he wouldn’t even tell me until later, you know” 

Is it surprising? Having capital backing doesn’t entirely warranty a successful brand. It requires an innovative spin, something for the general public to crave. Shaquille O’Neal knew exactly how to add spice and generate peak interest in his matters. His philosophies and creative impulses were truly unrivaled.

His persona captivated many. Like a contagious infection, Shaq was everywhere. The four-time champion appeared in movies, his maiden album went platinum, and brands were frantically trying to pursue him. His natural charm and charisma laid the foundations for a successful future. Even after such an illustrious career, 52-year-old Shaq is hungrier than ever to grow. And his methods and craze seem on an imminent rise.

Today, he is spread through countless industries with no motive to stop. Charles Barkley said it best almost nine years ago when he spoke to Jimmy Fallon. “You can’t turn on the T.V. without seeing his fat a** everywhere,”. Unsurprisingly, he berated his Inside the NBA on TNT colleague. But as absurd as it is, that’s exactly how Shaq had placed himself.

Papa John’s, Big Chicken, Krispy Kreme, and Reebok are only some brands Shaq endorses. The numbers are staggering. There aren’t many athletes blessed with the gift Shaq has – to be aware of exactly what the people desire. His twisted tales and humorous personality compel the audience to love him.

Adored by millions around the world, Shaq has built a world of his own, thanks to his ingenious “homeboy marketing instincts”.

What is Shaq’s business advice?

We established that Shaq is a man of brilliant impulse and instincts, but what does he consider important to grow and nurture a business? When it comes to cultivating a successful brand, Shaq expresses the importance of influence. Speaking to CNBC earlier this year, the former Lakers phenom relayed how critical it is to have the right people.

“This means researching and surrounding yourself with the right people. You have to use your resources and ask for help when you need it. You can achieve great things with the proper support system,” he told CNBC.

Shaq had all the qualities to be marketed. He was hard to miss and knew what to say and how to pique interest around his name. However, without having the voice of Armato and the countless others who assisted him, Shaq could have run himself into the ground. While instincts did play a major part, having sufficient information and the ideal advising cast are other essentials to successful marketing.

That’s all from this portion of EssentiallySports’ chat with Leonard Armato. Be on the lookout for more stories from the interview in the coming days.