Click the link for the full article, for the non CP-ninjas.
http://www.nytimes.com/2014/10/09/s...s-full-as-a-pitchman.html?_r=0&pagewanted=all
http://www.nytimes.com/2014/10/09/s...s-full-as-a-pitchman.html?_r=0&pagewanted=all
ATLANTA — Shaquille O’Neal arrived at Turner Studios on a recent weekday morning wearing a tailored suit, size 60XL, and carrying a leather briefcase. He sat at a table at the front of the room, cracked open his laptop and prepared for a daylong seminar on a subject that was uniquely familiar to him: Shaquille O’Neal.
The occasion was the third annual Shaq Summit, a gathering of representatives from O’Neal’s many business ventures — a group that included the president of Zales (O’Neal has a men’s jewelry line) and executives from Arizona Beverages (O’Neal has a new fruit punch). One by one, they presented their campaigns and their products, and they detailed how O’Neal, the former N.B.A. star, figured into their plans.
“We’d like to see if we can create a little synergy under the Shaq umbrella,” O’Neal said.
O’Neal is difficult to miss these days. He might be dancing on a television commercial for Monster speakers. Or extolling the virtues of a medicated powder. Or selling Shaq-brand suits at Macy’s, Shaq-brand jewelry at Zales and Shaq-brand sneakers at J. C. Penney. All of which O’Neal supplements with his regular gig as an analyst on TNT’s “Inside the NBA,” a program that has given him a valuable platform since he retired from the league in 2011.
From the beginning of his playing career, O’Neal mastered the art of self-promotion by using his cartoonish size and colorful personality to his advantage. If the flip side was that he sometimes seemed to lack the edge on the court that others expected of him, his outside interests still paid off handsomely. And with more players seeing themselves as individual brands, perhaps O’Neal’s entrepreneurial feats, which have stretched into retirement and landed him on the cover of Bloomberg Businessweek, offer more of a road map than ever before.
Consider that O’Neal, 42, earned more than $21 million last year through his many business partnerships and his TV work, his management team said. And while several retired athletes make more — Michael Jordan collected $90 million last year, according to a recent survey by Forbes — few can seemingly compete with the volume and variety of O’Neal products. Representatives from 19 companies showed up for the Shaq Summit.
Shaq knows that it might seem like a lot of Shaq, except that he says he turns companies down. His name goes only on things that he likes, he said. Such as his Dunkman backpacks. And his soon-to-be-released line of Capelli slippers. And all four flavors of Soda Shaq.