“I wanted to partner with a company that could perhaps have my name go on forever.”Shaquille O’Neal‘s decision to back the Authentic Brands Group in 2015 has worked massively for both parties. In 2022, the company acquired Reebok from Adidas at a reported value of $2.46 billion. It was the biggest acquisition in ABG’s portfolio and now the company has made it official, about its second largest acquisition.

Jamie Salter, founder, chairman, and CEO of Authentic, was upbeat about adding Champion. “Champion has set the standard for quality and innovation for over a century.” The brand is known for its legacy as a trailblazer in athletic wear and the creator of the iconic hoodie. That’s why the Champion could garner around $3 billion in global retail sales annually. The purchase cost for the Salter-led company was half the price they paid for Reebok.

$1.2 Billion was the amount to make it the second-largest deal for ABG. Similarly, in 2021, Shaquille O’Neal officially became the second-largest individual shareholder in ABG. When the Lakers legend made his request, back in the day, it shocked even the founder when he heard it. Salter mentioned, “(O’Neal) says, ‘You know all that money you’re going to give me? I’d like to invest it in ABG.’ And I said, ‘Hold on, I don’t understand. You need to explain that to me.’”

Salter continued, “He says, ‘I’m doing a deal with you to sell you 50% of everything I have going on for the rest of my life. Do you think I trust you?’ And I said, ‘I hope so.’ He says, ‘Why wouldn’t I be partners with you? We’re going to build this company together.’ And that’s how he became the second-largest shareholder of ABG.”

ABG eventually made him the President of Basketball Operations for Reebok. After all, Shaquille O’Neal has been pushing for the last 10 years to acquire the shoe company, and the deal was finalized in 2022.

Shaquille O’Neal and his need to be ‘immortal’

Once the 52-year-old very proudly said, “Who owns Marilyn Monroe? Who owns Elvis Presley? Me!” Yes, the rights of Elvis Presley, Marilyn Monroe, Muhammad Ali, and Michael Jackson are owned by ABG. But before associating with them, Shaquille O’Neal wondered how legends are still immortal, even when they passed away.

“My Authentic Brands deal, I was able to ensure that hopefully I can stay around after I’m no longer on this earth,” The Big Aristotle spoke to AFROTECH last year. “And I was walking down the street one day and looking at these Elvis cups and Elvis key chains and Marilyn Monroe, and I said to myself, ‘How are these people still making money for their families?’ They’re not even around.”

His curiosity led him to different agencies and ultimately to the Authentic Brands Group. “I just always wanted to have the opportunity to live forever like fame.” The partnership is going strong as Shaq now is worth $500 million, and has multiple brands and franchises on his plate.

“Stay tuned for more such updates and 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.”