Reebok will resurrect the Shaq Attaq and Shaqnosis sneakers next year. The creative director for Reebok Classics, Swizz Beatz, announced the move earlier this month, then followed up by posting pictures of the sneakers on Twitter and Instagram.
This seems to be a common theme for Reebok, as they recently revived The Question, the shoe they created with former NBA player, Allen Iverson; and the Reebok ES22, created with retired NFL running back Emmitt Smith.
Shaquille O’Neal started his association with Reebok in 1992, when he signed a $3 million per year endorsement deal shortly after entering the NBA draft. At the time, it was a risky move for Reebok, since centers weren’t then considered commercially viable. The original Shaq Attaq retailed for $145 and performed moderately well. Confident that the Shaq Attaq would usher in a new era, Paul Fireman, Reebok’s then chairman, told the New York Times: “I think [Michael] Jordan has three or four years of significance left, at the top. Shaq is next. We will use Shaq to catapult to leadership throughout the world.”
However, in 1998, Reebok and Shaq went their separate ways. O’Neal opted to turn his attention to cheaper options, signing a contract with ACI International to sell shoes priced under $30. In the first year of that agreement, the team sold 2 million pairs. Aspiring to create a shoe that all could afford, Shaq linked up with discount shoe store Payless to distribute his Dunkman sneaker line. He eventually sold the line to Li-Ning, which recently made headlines by scooping up Shaq’s former teammate Dwayne Wade from Nike. (Haven’t heard? Read up on Li-Ning and Wade.)
Let’s hope the re-release of the Shaq Attaq goes better for O’Neal than his rap career. (Need a good laugh? Check out Shaq’s 10 Worst Rap Lyrics.) Look for the Shaq Attaq and the Shaqnosis next year at local retailers.