<\/p>\n
\n\tShaquille O\u2019Neal has a new favorite store, but he regards it as much more than just another retail format.<\/p>\n
\n\t\u201cIt\u2019s not a store. It\u2019s an experience \u2014 and that\u2019s what I love about this partnership,\u201d said O\u2019Neal, disclosing that he\u2019s become an investor in and brand ambassador for Tm:rw, a store in Manhattan\u2019s Times Square selling innovative, futuristic gadgets; games; toys; robotics, and smart products for the home. The 7-foot, 1-inch O\u2019Neal played for seven NBA teams and was among the most dominant basketball centers ever.<\/p>\n
\n\tSeated with Nathalie Bernce, cofounder and chief executive officer of Tm:rw at a press meeting Thursday night at the store, O\u2019Neal told WWD how he happened to get involved in what\u2019s still a little-known retail concept, with just one freestanding store in the U.S., a handful of shops-in-shop inside European department stores including Selfridges in London, KaDaWe in Berlin and Rinascente in Rome, and an e-commerce site. Tm:rw is pronounced \u201ctomorrow\u201d and its unorthodox spelling is designed to evoke a digital clock.<\/p>\n
\n\t\u201cA friend of mine who knows that I\u2019m all about innovation and technology, gadgets and toys told me, \u2018you\u2019ve got to see the store. There\u2019s nothing like it.\u2019 He said it\u2019s like Sharper Image times 1,000. I said, \u2018all right, next time I\u2019m in New York, I\u2019ll come by.\u2019 So I did.\u201d O\u2019Neal expected to spend 15 minutes in the store, which is located in the historic Candler Building at 220 West 42nd Street, but ended up spending two-and-a-half hours. \u201cI haven\u2019t been in one store that long since FAO Schwarz,\u201d O\u2019Neal said.<\/p>\n
\n\tHe spent thousands of dollars on products that day, but as he was exploring the three-level, 22,000-square-foot space, he felt the presence of a woman standing behind him. \u201cI finally say, may I help you?\u201d She just happened to be Bernce, the CEO. They went to her office, had a conversation. \u201cThen I politely asked, I would love to be your partner and help get the word out about the store,\u201d O\u2019Neal recalled.<\/p>\n
\n\tAs far as the size of his investment in Tm:rw, O\u2019Neal wouldn\u2019t say, other than indicating it\u2019s a minority stake. The deal was concluded in late March.<\/p>\n
\n\t\u201cI don\u2019t like talking money, because if my mother read about it, I wouldn\u2019t want her to think I\u2019m bragging. She doesn\u2019t like me talking about money. I just wanted to be a part of this. We will be expanding Tm:rw, especially in the U.S. And I just want to help get the word out. When I invest, I don\u2019t do it for money. I do it because I believe in the product, and I invest in stuff that\u2019s going to change people\u2019s lives. I got a lot of money. I have plenty of money. I\u2019m just doing it for the kids, showing them how it\u2019s done. But I don\u2019t like saying I put in a million or something because it means nothing.<\/p>\n
\n\t\u201cThis is not a money play like SpaceX, Google, or ABG. Those are money plays. This is just, \u2018I believe in you. Can I help you get the word out?\u2019 I did the same thing when I met with Jamie (Siminoff) from Ring. I was like, \u2018Jamie, you have a great product in Best Buy, but not everybody knows about it. Use me and this face to let the world know about it.\u2019 So Tm:rw will use me and this beautiful face and the whole world is going to know about Tm:rw.\u201d<\/p>\n
\n\tOn a semi-related topic, O\u2019Neal confirmed he\u2019s the second-largest shareholder in Authentic Brands Group (ABG), the huge brand management firm. His partnership with Tm:rw was brought together by Mike Heller of Talent Resources in collaboration with ABG. In 2015, O\u2019Neal sold the rights to his name and likeness to ABG, becoming a key partner and helping curate ABG\u2019s portfolio, including advocating for its acquisitions of Reebok and Champion. He leads the\u00a0Reebok basketball division\u00a0as its president. ABG signed off on O\u2019Neal\u2019s involvement with Tm:rw.<\/p>\n
\n\tAsked what type of brands ABG is considering to add to its vast portfolio, O\u2019Neal essentially took the Fifth. \u201cBeing on championship teams means you\u2019ve got to have great teammates. At ABG, I got Jamie Salter,\u201d the chairman and CEO. \u201cHe\u2019s a visionary. He takes my advice every now and then, and he\u2019s just looking to expand. I remember when I first got there, I was begging him to buy Reebok. We purchased Reebok, and now Reebok is super successful. He\u2019s bought a couple skateboard brands. So now, having a guy like that who is smarter than you, is always good for me.\u201d<\/p>\n
\n\tO\u2019Neal also acknowledged he advocated for ABG\u2019s purchase of Champion. Regarding what brands ABG could pursue for the future, O\u2019Neal said, \u201cI wish I was the guy that can answer that. When you are on a team, you\u2019ve got to be a team player. I don\u2019t want to say the wrong thing.\u201d<\/p>\n
\n\tSeparately, ABG revealed that O\u2019Neal has become commissioner of Dunkman, a professional league with TNT Sports, in partnership with Eli Lilly and Co., providing top dunkers a platform to showcase their talent. The inaugural Dunkman season will feature 24 great dunkers competing for the title of Dunkman World Champion and a grand prize of $500,000.<\/p>\n
\n\tO\u2019Neal was asked which team he thinks can win the National Basketball Association championship, and if the New York Knicks have a chance. \u201cI\u2019m a Knicks fan too,\u201d he said. \u201cTheir future depends on one player, Karl-Anthony Towns. Jalen Brunson is playing great, but you need a one-two punch. So if Karl-Anthony Towns plays great, the Knicks definitely have a shot. The Boston Celtics probably will come out of the East and OKC (Oklahoma City) will come out of the West and it will probably be Boston versus OKC,\u201d in the NBA finals. \u201cBut if Karl-Anthony Towns plays out of this world, the Knicks can beat Boston.\u201d<\/p>\n
\t\t\t\t\tTm:rw in Times Square.<\/p>\n
\n\tFor Tm:rw, it\u2019s a coup to land O\u2019Neal as brand ambassador. He\u2019s widely popular as a sports legend and entrepreneur, and has a global presence spanning business, media, philanthropy, culture, as well as in sports.<\/p>\n
\n\tBernce said the vision is to expand Tm:rw, initially in the U.S. with five to 10 freestanding locations, hopefully with a rollout beginning the fourth quarter this year. She declined to specify any locations. \u201cWhen people think about discovering innovation, I want them to think about Tm:rw,\u201d she said. \u201cSo we need to be in the most iconic and best cities around the world.<\/p>\n
\n\t\u201cFrom our first meeting with Shaquille in our Times Square store, it was clear we share a strong passion for innovation, building a future where technology and culture unite to inspire audiences worldwide,\u201d Bernce said. \u201cHis involvement accelerates our mission to become the global home of innovation.\u201d<\/p>\n
\t\t\t\t\tAstro, Tm:rw\u2019s robotic dog.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy photo<\/p>\n
\n\tTm:rw\u2019s Times Square store has over 120 brands and an immersive, interactive environment \u2014 from Formula 1 driving simulators and advanced robotics including Astro the robotic dog and the Adam coffee robot with a dedicated ordering window, to electric razors mapping facial contours for better shaves; smart toasters programmable for waffles, Pop Tarts and grilled cheese sandwiches; smart eyeglasses with a tele-prompting feature, and face masks with red and blue LED lighting for reducing wrinkles and acne.\u00a0Shaq\u2019s AI-powered avatar\/hologram, considered the largest holographic display in any retail location, was introduced Thursday.<\/p>\n
\n\t\u201cThe first time I came to Tm:rw, before we became partners, I spent $8,000 in the store,\u201d O\u2019Neal said. \u201cIn London, $20,000. And today, it\u2019s probably been $5,000. And I pay for my stuff. I don\u2019t want them to give me anything for free.\u201d<\/p>\n
#Shaquille #ONeal #Latest #Deal #ABG #Innovation<\/p>\n","protected":false},"excerpt":{"rendered":"
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