Basketball star Shaquille O’Neal has explained how he built a business around his name. In 1992, he and his agent, Leonard Armato, developed a plan: O’Neal would own his name and logo, while companies would pay to use them in advertising. Their marketing would also help make his brand more valuable.
His Dunkman logo has since appeared on more than 400 million pairs of affordable shoes. O’Neal says he chooses advertising deals because he believes in the products, not simply because companies offer large payments. He works with car insurance company The General because it offered him insurance he could afford when he was in college. Keeping products affordable is an important part of his approach.
O’Neal also dislikes wealthy athletes showing off their money on social media. He says most of his own posts aim to make people laugh or inspire them, rather than promote products. Although he once bought expensive cars as a young player, Armato made him return them. O’Neal gives himself credit for listening to that advice.
