He wants to keep Dunkman and Shaq thriving after his playing days are done.

FORBES: The Dunk Man

The confrontation led Shaq to launch shoes under two brands that he owns (Shaq and Dunkman).

FORBES: Shaquille O'Neal Was A Marketing Visionary

The Li Ning Dunkman shoe includes more high-tech materials than the U.S. model, justifying the steeper price.

FORBES: The Dunk Man

The big guy was ubiquitous on national TV, helping to promote Dunkman.

FORBES: The Dunk Man

The finals in Phoenix drew 1, 000 people in April to watch Shaq judge and crown the Dunkman of the Year, who will appear in an ad later this year.

FORBES: The Dunk Man

But he's all business at Dunkman's bimonthly style meetings, where he frequently leans on designers to lighten the weight of the sneaker or to give more support around the ankle.

FORBES: The Dunk Man

Off the court Shaq was contributing ideas for new styles of the sneaker every year (there are now 100-plus Dunkman models) and drawing big crowds by appearances at Payless stores.

FORBES: The Dunk Man

In 2001 O'Neal and ACI decided to push a second brand, Dunkman, and to sell them at schlock U.S. retailer Payless ShoeSource (nyse: PSS - news - people ).

FORBES: The Dunk Man