You’ve seen him repping Papa Johns. You’ve seen him celebrating Forto Coffee on International Coffee Day. And, you have seen him standing aside the animated “General” to speak on auto insurance. We’re talking about Shaquille O’Neal, the 7’1” basketball star-turned mega-influencer. Many can dream about brand deals, so let’s dissect what makes Shaq so successful as an influencer and appealing to a wide variety of brands.
He’s Brand-Safe: Despite beef years ago with Kobe, Shaq hasn’t seen any controversy in the last 15 years– especially impressive for someone in the limelight! Brand safety is especially important so that brands don’t absorb any negative connotations from controversial influencers nor from controversial audiences.
He’s Recognizable: At 7’1”, Shaq is rather hard to miss. With his audience demo being 75% male and nearly half aged 25-34, it makes sense that Shaq is used widely by brands, whose target demographic aligns with his. Even if you’re not a basketball fan, it’s likely you’ve heard of Shaq from his notoriety or partnerships.
Likeability: He’s energetic, relatable, and youthful. He can be seen dancing, partnering with charitable campaigns, acting in hilarious shorts and even DJ’ing at popular clubs.
Shaq is no one brand’s man, but he is the people’s man and that is what has made him so successful as a rep for so many brands.
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