Shaquille O'Neal Joins tm:rw as Investor and Global Ambassador
SPORTS
Shaquille O'Neal backs tm:rw as the global home of innovation.
tm:rw, the innovation platform housed in Times Square, announced a landmark partnership with Shaquille O'Neal, who joins the company as an investor, partner, and global ambassador. The partnership marks a defining moment for tm:rw as it continues to build a new retail category that brings together technology, entertainment, and culture.
Shaquille O'Neal is one of the most influential figures in the world, with a global presence spanning sports, business, media, philanthropy, and culture. His investment and active involvement reflect a shared vision to redefine how people discover, experience, and engage with innovation.
The tm:rw Platform
Since launching in July 2025, tm:rw has rapidly emerged as a category-defining platform. The flagship location in the heart of Times Square, New York City, brings together over 120 of the world's most innovative brands inside a fully immersive environment.
The space features Formula 1 driving simulators, advanced robotics, AI-powered holograms, and next-generation technologies. The environment is designed to inspire discovery and interaction, with visitors encouraged to explore, test, and engage with new technologies in ways that go beyond traditional retail.
Partnership Vision
"I've always believed in being early on ideas that can really change how people live and experience the world. When I saw what tm:rw was building, I knew I wanted in," said Shaquille O'Neal. "This isn't just about tech, tm:rw is building something completely different. It is not just a store, it is an experience, and I believe tm:rw will become the destination for innovation around the world."
"tm:rw was built to bring life and excitement to what the world is creating," said Nathalie Bernce, tm:rw co-founder and CEO. "From 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. His involvement accelerates our mission to become the global home of innovation."
O'Neal's Role
As part of the partnership, Shaquille O'Neal will actively shape tm:rw's future, supporting global expansion, brand strategy, and impactful media and live experiences. The partnership was brought together by Mike Heller of Talent Resources in collaboration with Authentic Brands Group.
The announcement was made at a flagship event in New York, featuring immersive installations including advanced robotics and what the company describes as the world's largest holographic retail experience.
O'Neal's Investment Portfolio
O'Neal has built a reputation as a savvy investor since retiring from the NBA. His portfolio includes early investments in Google, Apple, Ring (acquired by Amazon for $1 billion), and Vitaminwater. He has owned dozens of restaurant franchises including Five Guys, Papa John's, Krispy Kreme, and Auntie Anne's.
In 2015, O'Neal sold the rights to his name and likeness to Authentic Brands Group and became the second largest shareholder of the organization. He has also invested in sports ventures including TMRW Sports, founded by Tiger Woods and Rory McIlroy, alongside Kevin Durant, Dwyane Wade, and other prominent athletes.
Global Expansion Plans
This announcement signals the next phase of tm:rw's growth as it scales globally and continues to redefine the future of retail and innovation. The company positions itself as the global home of innovation, serving as a destination where advanced technologies, brands, and experiences come together.
The Times Square flagship represents a new approach to retail that emphasizes experience and interaction over traditional transactions, combining elements of technology showcase, entertainment venue, and retail destination.
For more information, visit seeyoutmrw.com and follow @see.you.tmrw on Instagram.