The day an old lady ripped Shaquille O'Neal to shreds in the street was a turning point for his entire life. The Dunkman was Reebok's first signature athlete and his Shaq Attaq sneakers had made it one of the top brands in the business, rivaling Nike and Air Jordan. Until he walked away from a $40 million contract extension. Affordable footwear has been O'Neal's primary goal since then. Today he's back at Reebok in a new capacity and reviving it to its former glory in the '90s. But he keeps his goal to make sneakers affordable to his young fans with the launch of his latest kicks.