When NBA superstar Shaquille O’Neal announced his retirement Wednesday, he didn’t just issue a statement and he didn’t just tweet. Shaq chose an integrated announcement that included video on Tout.com, a new social media platform he had discovered a month earlier and brokered a deal to promote, reports Forbes.com.

Shaq had his agent meet with Tout CEO Michael Downing to strike a deal. Popdecay.com first broke the story, explaining that while O’Neal received remuneration for the deal, "It’s not like Shaq sold out to the platform. He wanted to do the deal because he liked the company’s premise."

O’Neal now has a seat on Tout’s advisory board and a small equity stake in the business, Popdecay reported.