At the close of the twentieth century, the multimedia marketing of products was applied to celebrities. Shaquille O'Neal, or "Shaq,"

was one of the pioneers in this area. A star basketball player for the Orlando Magic and the Los Angeles Lakers, O'Neal quickly branched out into motion pictures and popular music. O'Neal also attached his name to children's toys, video game cameos, clothing, and basketball shoes. A star of the court, the television, the radio, the music video, and the screen, O'Neal's seven-foot presence has been felt across the commercial spectrum, epitomizing changes in the sports industry.

On March 6, 1972, Shaquille Rashaun O'Neal was born in Newark, New Jersey. O'Neal's biological father left the family, and O'Neal and his mother moved to San Antonio. His mother and a his...