tm:rw NYC held a special invite-only event at their TImes Square tech store On April 10 to celebrate their partnership with Shaquille ‘Shaq’ O’Neill, and Syntilay was one of the featured guests and featured products.
tm:rw, the cutting-edge tech boutique and one of the most forward-thinking retail experiences in the world, is a destination where shoppers can not only see the future, but they can touch it, pick it up, use it and, in the case of Syntilay, even wear it.
From VR headsets to LED anti-aging masks, from F1 racing simulators to robots that make and serve coffee, tm:rw offers a chance for shoppers to immerse themselves in the nexus of the latest in innovative hi-tech products.
And at the center of it all?
Shaq of course. He was there to celebrate his investment in and partnership with tm:rw, where he first interacted with the Syntilay experience.
And what shoes did Shaq rock during his visit? The SYNTILAY Luminez.
As the only footwear innovator and retailer inside tm:rw, Syntilay didn’t just show up, he represented.
This special night brought together a unique mix of athletes, artists, and innovators, including Shaquille O’Neal, Nile Rodgers, and a curated crowd of NYC tastemakers.
This by invitation only event provided a unique glimpse into the most compelling new personal hi-tech available today. Shaq loves the tm:rw experience and fascinating technology lead brands the store features like Syntilay.
Inside tm:rw: Where Retail Becomes Experience
tm:rw isn’t your typical store.
Located across from Harry Potter and next to Madame Toussauds in the heart of Times Square, it’s a specially curated environment built around discovery, technology, and interaction, a place where brands aren’t just sold, they’re experienced.
That’s exactly why Syntilay belongs there.
Because Syntilay is a completely new way to think about footwear.
If you haven’t seen or tried Syntilay yet, catch your first glimpse!
Shaq and Syntilay: 31 Pairs and Counting
Let’s talk about the moment everyone was watching.
Shaquille O’Neal, arguably the most dominant big man in NBA history, has a well-known problem:
His feet are SIZE 22!
How do we know? We scanned his feet.
Finding comfortable shoes at that size is incredibly difficult.
After visiting the Syntilay foot scanner in Times Square earlier in 2026, Shaq scanned and…
He bought 31 pairs!
And he’s wearing them all the time, not because he has to, but because he loves the comfort.
From NBA TV broadcasts to his podcast with Tom Brady to his appearance at tm:rw, Shaq has been showing up in Syntilay, off the court, where comfort matters.
What does Shaq think of Syntilay shoes?
“I don’t know what you did to my feet, but I don’t want to take these off!” Shaq |
And for someone who has achieved the success he has in the footwear category, selling many millions of pairs of his own shoes, that speaks volumes.
Why Shaq Is Choosing 3D Printed Shoes
This isn’t hype. It’s physics.
Traditional shoes rely on:
● Foam
● Standard sizing
● Mass production
Syntilay flips that model.
Instead of putting your foot into a shoe designed for averages…the shoe is built around your foot.
For Shaq, (and for you) that means:
● No pressure points
● No compromise on fit
● Real support for recovery
If we can fit Shaq, we can most definitely fit you.
Culture and the Energy of the Night
Legendary musician and producer Nile Rodgers was also in attendance, bringing a cultural edge. Nile tried out the scan your feet for custom printed shoes experience.
Because this is where things are heading: The intersection of fashion, culture, technology, and experience
Not separate industries, one connected entertainment ecosystem.
And Syntilay is helping to lead the look and the feel of that future.
A Night That Felt Different
If you were there, you felt it.
People weren’t just looking at products.They were reacting. Trying. Walking. Smiling. And that’s in part why Shaq was there, because tm:rw is a next generation experience for innovative products like Syntilay.
That moment when someone puts on Syntilay for the first time and says:
“Wait… what is this?”
That’s the reaction we’ve seen from:
● Athletes
● Creators
● Travelers
● Everyday New Yorkers
Because comfort like this isn’t expected.
It’s experienced.
Syntilay: The Tech Shoe Innovator
At tm:rw, Syntilay introduced a new category at retail in America.
AI-designed, 3D printed, precision-fit footwear
Using advanced scanning technology (capturing over 5,000 data points), Syntilay creates shoes that are engineered to match your exact foot, not a standardized size.
The result?
● Better pressure distribution
● Fewer “hot spots”
● Lightweight, breathable structure
● Comfort that people notice immediately
This is what happens when geometry replaces guesswork.
What This Means for the Future of Footwear
tm:rw is a signal.
Retail is changing.
Footwear is changing.
Expectations are changing.
And Syntilay is right at the center of that shift.
We’re here to make your shoes truly understand you.
