Shaquille O’Neal, posing as a sales associate, delighted shoppers at Zales on Fifth Avenue in New York. This was part of the promotion for his men’s jewelry line in collaboration with the upscale store.
Dressed for the job complete with name tag, Shaq was wearing one of his favorite pieces from the collection, a necklace with a big cross for a pendant.
Shaq’s jewelry line features 36 individual pieces all below $500, which makes it quite affordable. The former NBA star collaborated with a husband-and-wife design team in creating his collection, making suggestions and adding small details but leaving much of the work to the designers.
The event didn’t only attract shoppers, but curious onlookers as well. It’s safe to say a lot of people were Shaqed, if not shocked, when they saw the massive salesman behind the counter. Fans of the court-hopping former MVP came in a queue, and we bet the diamonds on display were just in their peripheral vision.
Zales CEO Theo Killion has commented on the success of the jewelry line, which was launched in October. It’s not surprising for the sales to spike after a publicity stunt like this. It’s a marketing strategy. Clever marketing that is.
Shaq + Bling = Sales.