On a break from his broadcasting engagements, Shaquille O’Neal is now completing side quests. There is no denying that both Shaq and the fans love these side quests. But the fans in Poland got to see the 52-year-old on a more purpose-oriented visit. As Reebok’s President of Basketball Operations, the 15x All-Star has managed to sell 400 million sneakers and is now focused on expanding in the European market.

The 4x NBA champ was seen walking through a CCC store among fans. The IG post featured multiple snaps and clips from the store and a series of Reebok shoes. “Shaquille O’Neal continues to expand his successful sneaker business by entering the markets in Poland and across Europe,” read the caption to the post.

Notably, the CCC group has included the Shaq and Reebok brand in its latest collection. As per the group’s official website, it became one of five global partners of Reebok. The former LA Lakers star was in Poland to promote the two under his Hey, this is SHAQ campaign.

As per the reports, the 2-day trip on the special invitation of CCC included a celebrity basketball game, a sports trivia quiz, and many other things. One such activity included a dunk contest, where the 4x NBA champ acted as a prop. And let’s not blame the player for not being able to dunk over the 7’1″ ex-NBA star. Because neither did Shaq.

If anything, the Big Aristotle laughed the whole thing off. He even posted the clip on his IG account, with a humorous caption of “This dunk was nutz”. Now, the dunk may have failed, but from what it seems, the Hey, this is SHAQ campaign has been a success.

When did Shaquille O’Neal become such an integral part of Reebok?

The sporting equipment and apparel brand signed Shaquille O’Neal during the time he was coming out of college in 1992 itself. This was an attempt by the brand to cement its position in the new marketplace. Little did the brand know that the move would go a long way. So much so that after the ABG group acquired Reebok, the ex-Lakers star was appointed as the President of Reebok Basketball in 2023.

“We are thrilled to be expanding upon our partnership with Shaquille with this historic appointment. As an athlete, he made an incredible imprint on not only our brand, but the entire sport and culture of basketball,” said Reebok CEO Todd Krinsky. He further expressed his belief that there is no better guy to lead the brand to its rightful place in the market.

Notably, Shaq has also not failed in his attempts to further the vision entrusted to him by the brand. This involved building a stellar team around him for the brand, including Allen Iverson as the Vice President of Reebok Basketball, which was a part of this team building. Hey this is SHAQ campaign is the most recent attempt by Shaq to further the entrusted vision.

Stay tuned for more such updates. Further, join us for the exciting second episode of the “Dual Threat Show” as our host BG12 sits down with Georgia Bulldogs star and Mountain West All-Freshman Team Selection, Asia Avinger.