Shaquille O'Neal proposed the idea of acquiring Reebok to his business partner, Jamie Salter of ABG.

As part of his partnership with Jamie Salter, Shaquille O'Neal invested directly into Salter's company, Authentic Brands Group (ABG).

Authentic Brands Group (ABG) and Shaquille O'Neal have been business partners for 11 years.

Authentic Brands Group's (ABG) business model involves acquiring 50% of a celebrity's name, image, and likeness rights in perpetuity.