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16. Shaquille O’Neal
Big men might not sell shoes, but Shaq still changed the game. His early endorsement with Reebok saw by far his best designs, with young fans of the Diesel running to get his sneakers. A departure to start Dunk.net was revolutionary in its own right, though not successful, focusing on an online format and gaining major distribution through Eastbay. The Dunkman logo would later don Starter sneakers at Payless and Li-Ning models in China, offering big man star power to new markets. Regardless of how they sold, they still sold because they were Shaq’s.
