A Career Built on Trust, Talent, and Timing

Loiacono worked directly Legendary David Falk & Michael on the International Campaign "TRADE JORDAN" that led Loiacono to be named Top 100 Marketers by AD AGE. MEMORY.  The biggest memory was when David Falk said "Chicago May Trade Michael," in that moment the Billboard Campaign was born.  That single sentence transformed speculation into strategy, turning Upper Deck into the center of a global conversation and marking one of the most daring breakout moments in the brand’s history.

The defining moment came when David Falk quietly said, “Chicago may trade Michael.”
In that instant, a casual conversation ignited a cultural flashpoint. What began as a provocative thought became the TRADE JORDAN billboard campaign—an audacious idea that stopped traffic, dominated headlines, and redefined sports marketing. 

The Shaq SST Expedition, developed in collaboration with Ford Motor Company, redefined celebrity vehicle design by seamlessly blending performance, scale, and personality. More than a custom build, the project became a blueprint for authentic athlete-driven automotive branding. Working directly with Shaquille O’Neal, Tony Loiacono played a central role in shaping a full-size SUV that reflected Shaq’s larger-than-life presence both on and off the court—inside the cabin, across exterior design elements, and throughout the storytelling that surrounded the launch.

The Shaq SST Expedition built upon Loiacono’s earlier success designing the iconic Eddie Bauer Bronco II, extending Ford’s affinity-marketing legacy into a bold new era. As Ford noted at the time, “This project proved how design, branding, and authenticity can come together to create a vehicle as iconic as the athlete behind it.” The result was not just a vehicle, but a cultural statement—where automotive design, celebrity partnership, and strategic brand execution converged to create lasting impact.

Tony Loiacono helped Drs. Foster and Smith lead a successful sale to Petco by developing and executing an $8 million, two-year growth plan powered by Faithful Friends Television. Written and executive produced by Loiacono, the show united top animal-health marketers including Mars and Central Garden & Pet, while featuring stars like Jeff Gordon and Bill Goldberg. The strategy blended storytelling, education, and commerce—driving brand authority, audience trust, and measurable enterprise value across broadcast, digital, retail channels nationwide.