Big Chicken is growing across the nation and Shaq is back in Reebok. What’s next? Keeping it in the family. It appears Shaquille O’Neal is steadily moving into the next stage of his world domination plans by involving his family. The multi-preneur has at least two ambitious projects in his empire – growing Big Chicken in a competitive industry and reviving Reebok since pushing Authentic Brands Group to acquire it for $2.5 billion in 2022. We’ve noticed hints that he’s involving some of his kids to achieve his goals.

The Big Chicken family met at the annual Go Big Conference this month. That’s where CEO Josh Halpern dished to the Room for Seconds podcast about what they have in store. “We just filmed a massive amount of content with him and his Mama Lucille and his daughter Taahirah at the Pepsi Innovation Studios,” Halpern disclosed. He didn’t however give too many spoilers.

Shaq’s most trustworthy guy did reveal, though, that it’s completely unscripted O’Neal wildness. “He [Shaq] asked us, ‘Where’s the script?’ And we said no script. ‘What do you mean no script?’ ‘We’ll tell you what we want you to talk about,” Halpern said, but mentioned the only expectation from Shaq, Lucille, and Taahirah. “You do you. You just be yourselves because this brand is about you guys.”

The new content is expected to be released this fall. It could be something similar to the Big Chicken Shaq reality series that launched the restaurant chain in 2018. What makes it huge is that it will be one of the first times we see Shaq and Taahirah working on one project together.

O’Neal is familiar with the TV business. Most of Taahirah’s younger siblings have been on their mom, Shaunie Henderson’s shows. That leaves Taahirah the untapped entertainer. Together with Shareef, she’s making Shaq’s job easier.

The O’Neal family business keeps growing

For all the times Shaquille O’Neal said his six kids won’t get a slice of his $500 million cheese, he might be doing the opposite. But he’s also doing it smartly. Since he believes Myles is a better DJ than him, forming the first father-son duo of EDM, The O’Neal Boyz, was a no-brainer.

Before that, Taahirah was getting involved in the Big Chicken operations. The Oglethorpe grad is a communications professional who previously worked at PepsiCo. She’s been using her publicity talents to grow Big Chicken, hosting a ‘Friendsgiving’ giveaway at a Houston location in 2023. She also worked on the floor like a regular part-timer for a day.

Around that time, Reebok announced Shaq as its new president of basketball operations. Shareef knew about it before the public. The 24-year-old was set on playing pro-ball in Australia but his dad convinced him to stay.  “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… redesign the clothes and help sign players. I really need your help,” Shareef disclosed on the Then They Rose podcast.

Big Chicken, with a projected annual revenue of $31.6 million, is a family business since its menu draws from their grandmother, Lucille’s recipes. Shaq’s mom also frequently inspects the nearby stores. Taahirah’s involvement in it and Shareef’s unspecified role in Reebok is indication of where the O’Neal family is headed.