Shaquille O’Neal has sparked debate across the NBA world after leaving Stephen Curry off his current top-five players list, a move that will not help him land a rare business opportunity for Reebok.
Shaq leaves Curry off his lists
During a recent discussion with FOX 26, O’Neal could only conjure up four players when asked for his top five of current NBA stars, noticeably excluding Stephen Curry. The omission quickly drew attention given Curry’s sustained impact with the Golden State Warriors and his status as one of the most influential players of his generation.
Despite regularly hyping Curry in other contexts, O’Neal’s top-five list leaned heavily toward size, physical dominance, and two-way presence. Still, many were surprised to see Curry left out entirely, especially considering his continued scoring efficiency, leadership, and championship pedigree.
It’s not the only time Shaq has left the NBA’s all-time 3-point leader off a list, as he also omitted Curry from his top ten with Netflix last year.
The timing of the snub raised eyebrows beyond basketball debates. O’Neal currently works in an executive and ambassadorial role for Reebok, helping shape the brand’s basketball strategy and athlete relationships.
At the same time, Curry is actively exploring new endorsement options after parting ways with Under Armour, the brand he helped build into a major force in basketball footwear. With Curry now available, Reebok appeared to have a rare opening to pursue one of the sport’s most marketable stars.
Publicly leaving Curry off two lists, however, does not seem like the most effective way to entice a player of his stature to join a new brand.
Why Curry remains a unique brand asset
Beyond on-court success, Curry represents a global commercial opportunity. His appeal stretches across generations, international markets, and casual fans, making him one of the most valuable endorsement figures in modern basketball.
For Reebok, which has been working to re-establish itself in the basketball space, securing a player like Curry would instantly elevate credibility and visibility. That reality made O’Neal’s comments feel especially ill-timed, even if they were purely basketball-related.
O’Neal has never shied away from blunt opinions, and his player rankings have often sparked controversy. Still, when those opinions intersect with business interests, they can carry added weight.
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