Shaquille O’ Neal posed as a sales associate to the delight of shoppers at Zales on Fifth Avenue in New York. This had something to do with the former NBA star’s promotion for his men’s jewelry line carried by the upscale store.
Dressed for the occasion—complete with name tag and all—Shaq sat behind the counter showing off some of his bling. He was also wearing one of his favorite pieces from the collection—a necklace with a big, stainless pendant.
Shaq collaborated with a husband-and-wife design team in creating his jewelry line, an interesting collection of 36 individual pieces all below $500. The former NBA star helped put in small details here and there, but he left much of the creative work to the designers. He said about collaborating with the experts:
“One of my favorite mottos to live by is, the greatest leaders are the ones who are smart enough to hire people smarter than they are.”
The event didn’t only draw shoppers, but excited fans as well. The queue of people who wanted to have a photo with the court-hopping basketball icon was long. And we bet they scarcely paid attention to the winking diamonds on display.
Zales CEO Theo Killion has spoken about the success of the Shaquille O’ Neal jewelry line. It was launched in October and proved to be such a hit that they were prompted to increase the number of stores that sell the collection.
It wouldn’t surprise us if sales spiked anew after this clever marketing stunt. Shaquille O’ Neal’s fan base alone—if they are buying— is enough to empty Zales shelves.
If we were there, we would have been Shaqed as well.