Depending on how you look at it, Shaquille O'Neal's retirement announcement yesterday was either vintage Shaq or completely ironic. On the one hand, no other athlete was a bigger early adopter of social media and technology as a way to forward one's brand, so Shaq's tweeting a 15-second video to his millions of Twitter followers is appropriate.
On the other hand, no other athlete soaked up the spotlight (happily so) and blended the worlds of popular entertainment and sports quite like O'Neal. So from that standpoint, a 15-second video was highly underwhelming. Where was the parade? Where was the band? Where was the media?
Expected or not, Shaquille O'Neal did decide to call it a career yesterday with the following tweeted video: