Dime Magazine

NO73 2013

Dime is the premier basketball magazine, covering the NBA, NCAA, High School, Playground and International basketball - as well as sneakers, fashion and music.

Issue link: http://dimemagazine.epubxp.com/i/130678

Contents of this Issue

Navigation

Page 31 of 75

BUSINESS BACK SHAQ IS WORDS. Sean Sweeney Reebok PHOTOS. The Shaq Attaq Is Back Because he plays a prominent part on both TNT's "Inside Te NBA" and NBA TV's coverage, it feels like Shaquille O'Neal never really left. But his sneakers certainly did. Now, to much fanfare, Reebok is re-releasing his frst original signature shoes: the Shaq Attaq and the Shaqnosis. "How's everybody doing? Wake up Goddammit, how's everybody doing?" Shaquille O'Neal is in the house, all 7-1 of him, all 300-plus pounds here at Project Las Vegas. It's February of 2013, but we're all celebrating 1992. Back then, Shaq was lithe, sleek, explosive. He was a sensation, Disney World's and the Orlando Magic's biggest star. He was an acclaimed rapper and entertainer - "I had a lot of success. Two of (the albums) went platinum. Two of them went gold. And two of them went wood" – and Shaq would go on to work with Biggie, Nas and Jay-Z. He was the only real rapper/ballplayer, and the frst athlete to have a signature shoe at Reebok. He was the NBA Rookie of the Year, dunking and breaking backboards, with Big Daddy Kane in the head- phones and size 22 Reeboks on his feet. "Not bad for a juvenile delinquent that's a pretty good basketball player," he jokes. THE PHONE RINGS. It's Swizz Beatz, the respected hip-hop producer and Creative Director of Reebok's new old school journey. Shaq is on the other end. "I want to bring the Shaq Attaqs back," Swizz says. "The what?" O'Neal asks. "The Reebok Shaq Attaqs…" What started with just a phone call and a hope is now happening. Recently in Vegas, Reebok announced that two of the most popular 1990s basketball sneakers, two of the best big man sneakers 32 ever, are coming back. April 19 of this spring, we'll see the re-release of the Shaq Attaq, O'Neal's frst ever signature sneaker. Three months later, on July 19, the Shaqnosis, the sequel, will follow. Reebok spent the past year reuniting with the sneaker culture. It took bringing Swizz on board, as well as the release of classics from Allen Iverson, Dominique Wilkins and Shawn Kemp to do it. But the journey is working, and the message Swizz Beatz keeps harping on, which is staying true to the market and giving the people what they want, is ringing louder than ever. The timing is perfect, Swizz says. O'Neal believes it too. That's why he signed back on with Reebok. Shaq's kids are already felding offers from friends to

Articles in this issue

Archives of this issue

view archives of Dime Magazine - NO73 2013