The Immersive Gamble: Why Shaq Didn’t Just Endorse—He Invested
Shaquille O’Neal has never been one to follow the script. While most athletes lend their names to products for a paycheck, O’Neal builds equity. His partnership with tm:rw—the Times Square-based “global home of innovation”—isn’t about slapping his face on a hologram. It’s about owning a piece of the future.
“I always invest in things I believe in—things that are going to change people’s lives,” O’Neal told Bloomberg’s The Close, seated beside tm:rw CEO Nathalie Bernce. “There’s not really a lot of competition out there. Once people come inside, they will love what they see.”
What they see isn’t a store. It’s an experience economy play. tm:rw (pronounced “tomorrow”) blends retail, tech, and entertainment into a space where holograms, AI-driven robots, and interactive installations replace static displays. Think Sharper Image meets Blade Runner, where customers don’t just shop—they engage.
O’Neal’s role? Strategic partner, investor, and global ambassador. His 54 years of cultural capital—from the NBA to Google to Papa John’s—positions tm:rw as more than a destination. It’s a movement.
tm:rw’s Model: Where Retail Meets the Metaverse (Without the Goggles)
Nathalie Bernce didn’t build tm:rw to sell gadgets. She built it to sell the future.
“Newness is everything,” Bernce explained. “We’re an innovation company. We need to present what’s next.” That means monthly rotations of cutting-edge tech—holographic avatars, AI-powered robots, and immersive brand experiences—all designed to keep customers coming back.
O’Neal’s first visit lasted four hours. “Robots, dog robots, holograms, headphones—it’s a beautiful place to be,” he recounted. His enthusiasm isn’t performative. It’s strategic. tm:rw’s model thrives on foot traffic, social media buzz, and corporate partnerships—all areas where O’Neal’s star power and business network accelerate growth.
The store’s Times Square location isn’t accidental. It’s a billboard for the future, where tourists, tech enthusiasts, and brand partners collide. And with O’Neal’s hologram roaming the floors, tm:rw isn’t just selling products—it’s selling an experience.
The O’Neal Effect: How a 7’1” Investor Changes the Game
O’Neal’s involvement isn’t about celebrity endorsements. It’s about credibility and access.
“He’s an innovator himself,” Bernce said. “One of the most respected investors in the world.” His portfolio—spanning Google, Papa John’s, and Authentic Brands—proves he doesn’t chase trends. He builds them.
For tm:rw, O’Neal’s value lies in:
- Brand Partnerships: His connections to Fortune 500 companies (like Reebok, where he’s eyeing a Steph Curry collaboration) open doors.
- Cultural Relevance: His Dunkman League—a $500K dunk contest for non-NBA athletes—aligns with tm:rw’s immersive, fan-driven ethos.
- Global Ambassador Role: His presence (physical and holographic) turns tm:rw into a must-visit destination.
“I want to give the fans what they deserve,” O’Neal said of Dunkman. The same logic applies to tm:rw: Give people an experience they can’t get anywhere else.
The Dunkman Connection: How tm:rw Could Host the Next Big Thing in Sports
O’Neal’s Dunkman League isn’t just a side project. It’s a test case for tm:rw’s potential.
“The NBA dunk contest isn’t what it used to be,” O’Neal lamented. “These kids are doing stuff NBA guys aren’t doing.” His solution? A league where dunkers compete for $500K—and where tm:rw could host live, immersive viewing parties.
Imagine:
- Holographic replays of dunks in real-time.
- Fan interactions with athletes via AR.
- Merchandise drops tied to the event.
“We could have a dunk competition here,” O’Neal mused. “Let’s do that.”
The Retail Reinvention: Why Brands Are Knocking on tm:rw’s Door
tm:rw isn’t waiting for customers. Brands are coming to them.
“We’re privileged to be in a position where brands want to be part of what we’re doing,” Bernce said. From startups to multinationals, tm:rw offers a platform to showcase innovation—whether it’s Reebok’s next sneaker drop or a new AI-powered fitness gadget.
O’Neal’s investment thesis aligns perfectly: “Let people know this is the place to go.” Whether it’s robots, holograms, or the next big tech toy, tm:rw positions itself as the hub for what’s next.
The Long Game: Scaling tm:rw Beyond Times Square
O’Neal and Bernce aren’t thinking small.
“We’re expanding,” O’Neal confirmed, hinting at new locations and tech integrations. Bernce’s vision? A global network of immersive destinations, where tm:rw becomes synonymous with innovation.
For now, the focus is perfecting the Times Square experience—but with O’Neal’s network and Bernce’s vision, tm:rw isn’t just a store. It’s a cultural reset.