Shareef O’Neal had plans to head to Australia after his G League season in 2023 when his father asked him to stay back. Shaq had a favor to ask and he did it while they were on a plane ride. You see, Shaq, who was a major shareholder for the Authentic Brands Group that runs Reebok, became the brand’s first President of Basketball that same year. The ask from Shareef was simple: Stay back a year at the least and “help redesign the shoes and redesign the clothes, help sign players.” Shaq laid it bare, “I really need your help.” Shareef, who was almost ready to start his life elsewhere just days ago, heard enough to reconsider his choices, for he too had a favor to return.

Shareef’s open-heart surgery in 2018 saw his family coming together to support him at a time when he had to spend months in rehabilitation and relearn how to walk again. All in all, Shareef instantly agreed and got to work. The result was Reebok’s now-famous newest performance shoes, “Engine A” for Angel Reese which debuted a year after the collab when she wore it during her “Barbie Night” game against the Indiana Fever. All good up to this point until…

Until Reebok announced Engine A’s return to the hardwood for the first time since the 2010s for a global audience just this Thursday! Reebok CEO Todd Krinsky declared, “The launch of the Reebok Engine A is a monumental moment for the brand as we reclaim our stance on the court and within basketball culture.” Naturally, Shareef and his 2.6 million loyal followers, who’ve been patiently awaiting this moment, were pumped up to welcome the launch, “I beeen missin but im just gettin back,” a caption featuring 9 photos including a few photos of his fit check. A marketing gimmick, for sure, but what happens when someone Shareef shared the courtside with decides to not ‘handle it with care’? Well, they get called out!

Recently, a video posted by his former LSU teammate, Eric Gaines, caught his attention. Gaines documented his unboxing of a pair of ‘Engine A’ shoes, sent to him by Reebok. The video shows the young lad struggling with the box and then tossing it to the ground. He casually said, “Appreciate it Reebok.” This seemingly nonchalant act might not have sat well with the son of the Hall of Famer.

Shareef reposted Gaines’ video to his own Instagram story. He added a pointed comment: “Yessir, you ain’t had to drop them mfs like that tho twin.” Shareef’s disapproval was imminent. Shareef has been helping with re-establishing the brand’s presence and perhaps he wasn’t too pleased with how his ex-teammate handled his prized asset. The ‘Engine A’ became available for sale globally on February 13, 2025in the debut Silver colorway.

Shareef has been working to bring a younger perspective to the company’s shoe and apparel design work and also help out in getting younger players to sign up for the Reebok brand.

Last year on the podcast Then They Rose, Shareef talked about how his father first approached him seeking his help. Shaq invited him to a Thanksgiving dinner and on the plane ride, Shaq asked for his favor.

Shareef mentioned, “I was getting ready to go to Australia in about late December or January. We’re sitting. He’s like, ‘Australia’s far. You know you don’t have to go to Australia.’ And I’m kinda like, ‘Yeah.’ I kind of just wanted to move. I don’t know why, but I was like, ‘Let me just go try something new.’”

With Shaq working with Reebok’s basketball division, he wanted Shareef to help him redesign sneakers and clothes for a newer generation. “He’s like, ‘Can you do me a favor this year? Can you help me rebrand Reebok? I’ll let you help redesign the shoes and redesign the clothes, help sign players. I really need your help,” Shareef revealed.

Reebok’s association with Shaq goes back to 1992, the very same year he was drafted as the number one pick in the NBA. Reebok produced iconic footwear like the Shaq Attaq and Shaqnosis shoes before O’Neal left the brand in 1998.

In 2015, O’Neal bought shares in Authentic Brands Group, the company that acquired Reebok from Adidas in 2021. Shaq is currently the second-largest individual shareholder of ABG, who also own dozens of other brand and retailer brands such as Forever 21, Barneys New York, JCPenney among others.

Given his dedication to building ‘Engine A’ and his family’s history with Reebok, Shareef’s reaction to Eric Gaines’ video is understandable. Shareef O’Neal has serious plans for the future in the 1.7$ trillion industry and he is looking to make his presence known.

Shareef O’Neal keeps the bigger picture in his sight

Shaquille O’Neal’s influence extends beyond basketball and his kids are forging their paths. Shareef O’Neal, despite facing open-heart surgery, is pursuing his fashion dreams. He has even teamed up with Fashion Nova, showcasing their menswear line.

Interestingly, Shaq wasn’t always a fan of his son’s fashion choices. Funny enough, he even often teased his son’s wardrobe. However, after the latter’s surgery, Shaq’s perspective shifted, and he asked his son to help “rebrand” Reebok. At the time, the Lakers legend admitted, “I know I always make fun of what you wear.” He entrusted his son with redesigning shoes and recruiting players who have embraced the challenge. He even confidently stated, “Reebok will be up there with the rest of these brands” by 2025.

Shareef’s passion for fashion is evident. “My whole family is big on fashion,” he once shared. He draws inspiration from creators who push boundaries. Interestingly, he enjoys blending high fashion with urban styles. For Shareef, fashion is a form of self-expression, a way to connect with people.

Furthermore, the 25-year-old sees fashion as a long-term career. “A lot of NBA players, sometimes after their careers are over, they don’t really think about other things outside of basketball,” he observed.

He’s determined to explore life beyond the court and Shaq has always encouraged his kids to think big. And who knows, when Shareef hangs his boot, he might be sitting next to the legacy of his father, if not for basketball, but for business.