Why Did Shaq Take Ring Equity Instead of a Fee?

Jamie Siminoff says Shaq took his Ring fee in equity instead of cash. At the end of 2015, Ring was spending heavily on TV, and Jamie started sketching a Super Bowl commercial he knew they could not afford. He asked an agent in Los Angeles how you hire a celebrity. Shaq's side said Shaq had already bought Ring for his house and wanted to meet. They set a time at the CES booth. Jamie told the team nothing, in case Shaq never showed. Yossi, his head of communications, a serious Lakers fan who was still at Amazon when they recorded this, saw Shaq walking up.

Jamie wanted Shaq because the fit was authentic to Shaq. Shaq had become a reserve officer in Los Angeles while he played for the Lakers, so neighborhood security was already his world. In a booth room that barely fit them, Jamie asked what they would pay. Shaq put his fingers in his ears and said he does not talk about money. The person with him handled the fee, and said Shaq only does work he cares about. Shaq took the fee in equity. Jamie says that turned out well for Shaq, and that Shaq became a strong spokesperson.

They made many commercials. His favorite starred his son Oliver, then about eight or nine, in a game of seek, on the idea that Ring was easy enough for a kid. While they worked together, Shaq would also FaceTime him out of the blue.