Shaq says he has found his next slam-dunk investment.
And for him, it all boils down to investing in what he loves.
“A friend of mine introduced me to this brand [tm:rw] because everyone knows I love innovation in technology. I’m a geek, America, and proud to say it. So when I came here, I fell in love with the store,” Shaquille O’Neal told Yahoo Finance (video above).
Invest in Gold
O’Neal was in New York City to discuss his new investment and partnership with retailer tm:rw.
Founded by Nathalie Bernce 10 years ago, the company acts as a global platform and launchpad for more than 120 brands, ranging from emerging startups to major conglomerates. It provides these creators with a highly designed space — notably a new flagship store in New York City — to showcase products that are typically “locked behind glass” in traditional retail stores.
The New York store resembles an adult toy store, featuring racing simulators — which are for sale — and a beauty bar.
Bernce says tm:rw now has five locations worldwide and plans to continue expanding.
O’Neal is a basketball legend whose career spanned 19 seasons in the NBA, where he became a four-time champion and is widely considered one of the most dominant centers in history.
After a standout collegiate career at LSU, he was the first overall pick in the 1992 NBA draft by the Orlando Magic, quickly earning Rookie of the Year honors before moving to the Los Angeles Lakers to win three consecutive titles (2000-2002) alongside Kobe Bryant.
Off the court, his career is defined by its remarkable variety and “hustle,” including roles as a platinum-selling rapper and actor in films like “Kazaam,” and as a doctor of education.
It’s also defined by his business acumen.
O’Neal previously invested in Five Guys and has owned Papa John’s (PZZA) and Auntie Anne’s franchises. He sat on the Papa John’s board thanks to then chairman and activist investor Jeff Smith.
The basketball legend also invested in companies such as Ring and has partnered with Authentic Brands Group, which owns Reebok and other signature brands.
As of 2025, O’Neal reportedly has a net worth of $500 million.
From an investing standpoint, Shaq said a company has to meet two basic qualifications.
“One, I have to believe in your product, and I believe in tm:rw because I’ve spent a lot of money in here as a fan, as a customer,” Shaq said. “And two, I only invest in things that’s going to change people’s lives, from children to adults.”