Under the header, "The $16 Million Man," NEWSWEEK's Mark
Starr profiles the marketing of Shaquille O'Neal. Starr writes,
"Shaq is redefining the merger of athletes and business,
beginning with his ownership of the Shaq logo" -- a dunking Shaq
that adorns all of his products. While O'Neal is taking an LSU
marketing course by mail, it is L.A.-based agent & lawyer Leonard
Armato, whose Management Plus Enterprises orchestrates the
development of Shaq's "sizable empire." Some upcoming ventures
for Shaq include starring and producing in his own movies. First
out may be "Shaq Fu" -- a film based on his video game on a
basketball player turned ninja warrior. O'Neal would be a
superhero "a la Seagal or Stallone, easy to market to teens."
There is also the prospect of "Shaq Online," which would provide
computer users with everything from "Shaq Faqs to bytes of wisdom
from his mom." Armato: "It's like Jordan was the best stereo
ever, and then along comes Shaq and he's digital." The on-line
site would also market Shaq products. Starr notes, that unlike
Michael Jordan, who has appeared both as a regular guy to a "cool
aloof man," Shaq puts on a consistent image -- a "slam-dunking
monster athlete on the court, the smiling teddy bear off"
(NEWSWEEK, 5/1 issue).
OTHER "SHAQ FAQS": Shaq's next Pepsi ad will feature the
him chasing a Pepsi through such classic TV shows as "I Love
Lucy," "Bonanza," and "The Honeymooners." Shaq's list of heroes
includes entrepreneurs: Ted Turner, Magic Owner Rich DeVos and
rap producer Russell Simmons (NEWSWEEK, 5/1). "Inside Stuff"
profiled the recent interview between Shaq and NBC's Tom Brokaw
("NBA Inside Stuff," 4/22).
ABOUT THAT JORDAN GUY: Nike will support the May
introduction of Air Jordan X basketball shoes in red and white
with at least two spots featuring Jordan. The "Just Do It," ads
break next week and will address Jordan's return to the NBA
(ADVERTISING AGE, 4/24 issue).
