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Shaquille O’Neal’s retirement, after 19 memorable seasons, marks the end of a rather powerful convention.
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Words: Brad Graham. Images: Getty. While a snapshot listing of his career accolades could never do the mighty O’Neal justice – his pro tenure ended with unquestionable influence, game-changing propensity and pop culture side-effects – a quick refresher of what he was able to accomplish will forever feel, to this outlet at least, a touch garish. Collecting an NCAA Player of the Year award (‘91) while a Louisiana State University student, O’Neal turned his collegiate authority into instant NBA ascendancy. He went from first overall selection (’92 – Orlando Magic) to Rookie of the Year (’93) without ever breaking a sweat (although he did attempt to refurbish the Meadowlands and America West Arena). Bulldozing his way through supposed ‘pro’ competition, Shaq was even (oddly) named one of the Association’s 50 Greatest before his crusade was even half-a-decade old. From there, David Stern’s brains trust cashed their cheques as O’Neal collected numerous MVP Awards (at every level – 3x All-Star, 1x Regular Season and 3x Finals – joining Willis Reed (’70) and Michael Jordan (‘96 and ‘98) as the only other player to run the MVP treble in a single season) en route to turning the Association into his personal playground. Crushing most who dare challenge his supremacy, O’Neal walked away from the NBA with four chips (Los Angeles Lakers: 2000-02, Miami Heat: ’06); 15 AllStar acknowledgements; 14 All-NBA Team selections (including eight First Team honours); a pair of scoring titles (’95 and ’00); Olympic (’96) and FIBA World Championship (’94) gold medals; and the best collection of sidekicks known to mankind (Penny Hardaway, Kobe Bryant, Dwyane Wade, Steve Nash, LeBron James and Paul Pierce)... and if that wasn’t enough, he retired ranked fifth on the all-time scoring list; seventh in career blocked shots and 12th in total rebounds, all while earning almost $300,000,000 (USD) in playing contracts. And as for his endorsement dollars, well that’s another monster altogether. Just ask Pepsi and Reebok. Embracing the idea of celebrity from the jump, O’Neal capitalised on his connectivity, likeability and fame as
well as any mainstream athlete can (or ever has). An early adopter of everything modish, O’Neal even clocked up three million Twitter followers before the microblogging platform was household. In many ways, it has been his hyperactive off-court activity which has often kept his name in lights (even when his endeavours stank). Over the past 20 years, only Allen Iverson and Michael Jordan can claim they’ve had a bigger impact on the culture (and game) of basketball. O’Neal forced the Association to change their rules (to make things fairer) and because of his dominance, he now resides in an exclusive club where only Wilt Chamberlain, Kareem Abdual Jabbar, Tim Duncan, Bill Russell and Hakeem Olajuwon are sent membership newsletters. As a philanthropist first, multiple champion second, quote machine third, and nickname aficionado fourth, the all encompassing force, fantastic team mate and brutally cold frenemy known as O’Neal redefined bigman traditions, created new spaces and disappointed as often as he destroyed. For those who lived through his prime, it’s hard to forget the fact he took large portions of the regular off; but because he was such a rare diamond, one who commanded attention like few others before him, and given he often ruled the greatest era of NBA centres, ever (one which included David Robinson, Patrick Ewing, Alonzo Mourning and Dikembe Mutombo), his desultory approach can be forgiven. He was the first larger than life personality who took full advantage of MJ’s blueprint, securing endorsement deals with every label he could – even sticking his neck out for video games, movies and alternative sneaker brands – eventually carving out space for him to be a brand himself. His career character meant he could jump into strangers cars without it being creepy, dance like a man half his size and capture our collective imagination with flamboyant celebrations (from thunderous dunks that were more hammer of Thor than sure fire two-points). He was the original Superman, an all-acting, all-