Shaquille O'Neal Invests in Futuristic Retail

Shaquille O'Neal declared he has 'no interest in basketball' on May 8, 2026. The NBA legend retired years ago.

What's Next for Shaquille O'Neal?

The former athlete is teaming up with tm:rw as an investor, partner, and global ambassador.

Shaquille O'Neal gushed over the experiential concept, which combines technology, entertainment, robotics, AI, and shopping into one interactive destination.

Why Invest in tm:rw?

“When I invest, I don't invest for monetary purposes,” Shaquille O'Neal explained. “I invest in things that's going to change people's lives.”

The NBA icon admitted he hadn’t experienced this level of excitement in retail since childhood visits to FAO Schwarz and browsing gadgets at Sharper Image.

Experience at tm:rw

Shaquille O'Neal spent $8,000 the first time he visited the store and later dropped “another $20,000” at the London location.

Among his favorite experiences were testing drones, virtual reality technology, and having custom size-22 shoes 3D-printed from a scan of his foot.

Nathalie Bernce, tm:rw CEO, described the company as “the global home of innovation,” explaining that the goal is to make futuristic technology feel exciting and approachable for consumers.

The Future of Retail

“The future is exciting. We shouldn't be afraid of it,” Berce said while discussing the rise of AI. “We want to humanize that experience, to educate people and invite them in.”

On April 9, Shaquille O'Neal attended the brand’s immersive launch event, where he shared his enthusiasm for the project.

The former basketball player noted Karl-Anthony Towns is the key to the New York Knicks being “a very dangerous” team when he steps up and shines.

Shaquille O'Neal's investment in tm:rw marks a new chapter in his career, one focused on innovation and technology.

As the NBA legend explores this new venture, fans can expect to see more of Shaquille O'Neal in the world of retail and technology.