*Shaquille O’Neal says the next chapter of his footwear empire now belongs to his son, Shareef, who has stepped into a central creative role at the Shaq Brand. The NBA legend detailed the transition during a recent taping of The Big Podcast with Shaq, noting that he is pulling back from the design work.
Shaq explained that Shareef approached him with a vision for a younger audience, prompting the shift. “My son is taking over now because my s**t was kind of old,” he said. Shareef also told him, “He said, ‘Dad, let me create something for the YNs.’ I didn’t even know what YNs were.”
At 25, Shareef now serves as the brand’s creative strategist and has already rolled out the revamped SHAQ Dunkman 1.0. “A lot of these are his designs,” said Shaq about many of the sneakers currently debuting under the label.
This shift in creative direction comes as Shaq pursues another goal: a future in academia. On Inside the NBA, he surprised viewers with a declaration about his next ambition. “From now I would like to be addressed as Professor O’Neal because when I graduate in two years, I will leave you and become a college professor on mentorship and business administration,” he said.
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Shaq has spoken openly about his support for HBCUs, recounting how summer courses at Southern University helped him complete his LSU degree. “I always supported [HBCUs]. It was an HBCU that helped me graduate from LSU,” he said, adding, “Going there, the flavor, the feeling-like, sometimes I sit and I say, ‘Man, I wish I would’ve went to an HBCU. … And I’m a really big supporter of HBCUs.’”
He told The Athletic that his goal is “preparing these student-athletes for life on and off the court.”
Shaq on his son Shareef taking over the Shaq Brand:
“He said, dad let me create something for the YNs. I didn’t even know what YNs were.” ? pic.twitter.com/YEX9K1whvX
— The Big Podcast (@bigpodwithshaq) December 1, 2025
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