Boraie Development and Shaquille O'Neal’s Partnership In Newark

The Shaq 4 Newark campaign, which seeks to rebuild the urban core and quell the spread of violent crime in America’s most dangerous cities, ascended from declarations by the basketball legend on a Los Angeles rooftop to an unrelenting marketing strategy that has resulted in seven multi-family residential projects for low-income and middle-class families.

A mixed-use project will soon be constructed on Broad Street near Military Park, which is scheduled to include retail space, commercial office space, and apartments. The 3.2 million-square-foot development will feature a 24-hour fitness center, indoor courtyard with a water wall fountain, outdoor pool, recreation area, and 30 garages.

Four other properties, including a new 25-story tower in downtown Newark at the former site of the Essex County Hall of Administration, are either completed or under construction. The projects are valued at $1.1 billion and include low-income housing and moderate market-rate apartments. In Newark’s downtown district, Shaquille O’Neal has partnered with Ira Schoen to build two residential towers on a former police headquarters scheduled for demolition by December. One tower will comprise 485 condominiums priced from $350,000 to $1 million. Another will be a five-story project with 123 apartments priced in the low to moderate range of $160,000 to $500,000.

The Shaq 4 Newark campaign, which seeks to rebuild the urban core and quell the spread of violent crime in America’s most

dangerous cities, ascended from declarations by the basketball legend on a Los Angeles rooftop to an unrelenting marketing strategy that has resulted in seven multi-family residential projects for low-income and middle-class families. Shaq’s apartment building near USC’s campus, with a planned 24-hour fitness center, fountain, and outdoor recreation area