Celebrity Name: Shaquille O’Neal
Brand Name: tm:rw (TMRW)
Represented By: Authentic Brands Group; brokered by Mike Heller of Talent Resources
Deal Type: Minority Investment + Global Ambassador Partnership
Announced: April 10, 2026
Impact: Expands TMRW Sports’ global visibility, strengthens athlete‑driven innovation positioning, and amplifies O’Neal’s influence in tech‑enabled sports and fan engagement
- Shaquille O’Neal joins tm:rw as a minority investor, partner, and global ambassador, a deal concluded in late March 2026 and announced on April 10, 2026 at a flagship event in New York City.
- tm:rw, launched in July 2025, operates a Times Square flagship housing 120+ innovative brands, featuring F1 driving simulators, AI-powered holograms, advanced robotics, and the world’s largest holographic retail experience.
- The partnership was brokered by Mike Heller of Talent Resources in collaboration with Authentic Brands Group, who manages O’Neal’s broader brand portfolio including Reebok, JC Penney, and Forever 21.
- tm:rw plans to open 5–10 new U.S. locations beginning Q4 2026, with O’Neal actively shaping global expansion, brand strategy, and live media experiences.
Shaquille O’Neal has never been shy about backing the future, and his latest move proves it. The four-time NBA champion and business mogul has joined tm:rw as an investor, partner, and global ambassador.
The deal, brokered by Mike Heller of Talent Resources in collaboration with Authentic Brands Group, was officially announced on April 10, 2026.
Founded by Nathalie Bernce, tm:rw acts as a global platform and launchpad for more than 120 brands, from emerging startups to major conglomerates, giving creators a highly designed space to showcase products typically locked behind glass in traditional retail settings.
The announcement was made at a flagship event in New York, featuring immersive installations including advanced robotics and the world’s largest holographic retail experience.
This isn’t Shaq’s first move into retail innovation. As the second‑largest individual shareholder in Authentic Brands Group, he is economically tied to retail powerhouses including Reebok, JC Penney, and Forever 21.
More recently, he made headlines with his Shaq‑A‑Licious XL Gummies partnership with The Hershey Company, which sold over 11 million units in its debut year, and he continues long‑running endorsement deals with The General Insurance, Icy Hot, and Gold Bond.
tm:rw itself has been building a notable partnership roster since opening. Prior to landing O’Neal, the brand secured strategic partnerships with Amazon and TikTok for holiday shopping experiences in late 2025, signaling its intent to align with culture-forward, global-scale brands.
Bernce said the vision is to expand tm:rw, initially in the U.S. with five to ten freestanding locations, hopefully with a rollout beginning the fourth quarter of this year, with ambitions to be in the most iconic cities around the world.
O’Neal will play an active role in driving that mission forward, supporting brand strategy and impactful media and live experiences.
Takeaways
This deal is more than a celebrity stamp on a store window, it’s a signal of where retail is heading. Shaq isn’t just lending his face; he’s an investor with skin in the game, which means he has every incentive to make tm:rw grow.
For a brand only launched in mid-2025, landing a name of O’Neal’s stature this quickly is a remarkable validation of tm:rw’s concept of merging entertainment, technology, and commerce under one roof.
What makes this especially compelling is the structure of the deal: investor, partner, and ambassador. That triple-threat role is rare and suggests O’Neal sees genuine long-term upside here, not just a paycheck.
His track record with early-stage investments, from Google and Apple to Ring and Lyft, makes this pairing feel less like a vanity deal and more like a calculated bet on the future of experiential retail.
Could Shaq’s involvement accelerate tm:rw into international markets faster than planned, and which cities are most likely on their radar first? With Authentic Brands Group involved in brokering the deal, could other ABG-managed celebrities follow Shaq into the tm:rw ecosystem?
