Here on the ShaqFu Radio blog, we talk a lot about the big man’s business interests. Everything from fast-food restaurants to athletic apparel and lots more. Well, now it’s time for a brand-new idea. How about a Shaq-inspired fragrance?
O’Neal is no stranger to branching out beyond the basketball court. From owning restaurant franchises to starring in commercials and even DJing as “DJ Diesel,” the NBA Hall of Famer has built a reputation for being larger than life in both personality and business. Now, Shaq is stepping into the world of fragrances with the launch of his very first signature scent, Shaquille O’Neal, available exclusively at JCPenney starting September 3.
The fragrance, priced at $55, is described as “bold and sophisticated”—a reflection of Shaq’s trademark presence. Built around notes of bergamot, grapefruit, and black pepper, balanced with hints of cardamom, suede, and benzoin, it’s designed to be strong and smooth while leaving a lasting impression.
“This fragrance is all about presence,” Shaq explained in a press release. “It’s strong, smooth, and leaves a mark, just like I aim to do in everything I take on. I wanted something luxurious but still within reach, and this is it.”
Strengthening a Winning Partnership
The fragrance launch is also the latest extension of Shaq’s successful business relationship with JCPenney. For the past seven years, his Shaquille O’Neal XLG big and tall clothing line has been a standout in the retailer’s offerings. According to Jo Osborne, one of JCPenney’s executives, customers have embraced Shaq’s line, and the addition of a signature fragrance was a natural next step.
“Shaq has been an incredible partner to us through his Shaquille O’Neal XLG big and tall line, which has been a customer favorite for seven years,” Osborne said. “We’re thrilled to grow that partnership by introducing his signature fragrance to our collection, as we continue to deliver affordable luxuries our customers love.”
The fragrance will launch exclusively at JCPenney before rolling out to additional retailers within six months, giving Shaq’s fans and fragrance lovers alike a new way to connect with the Big Diesel’s brand.
Shaq’s Business Empire Keeps Growing
This latest venture fits right into Shaquille O’Neal’s diverse portfolio. Beyond basketball, he has investments in major companies including Krispy Kreme, Papa John’s, and 24 Hour Fitness, and his entrepreneurial spirit continues to inspire. Recently, Shaq shared that he encourages his seven children to follow their own passions instead of boxing themselves into one career path.
“I never say, ‘Do this or do that,’” Shaq said. “They just have to live their lives. I hate using this word, but I have seven perfect children. I haven’t had a problem with any of my children ever. God bless.”
For Shaq, success isn’t just about expanding his own empire—it’s also about showing the next generation that there are no limits when it comes to creating opportunities. And now, with the launch of his debut fragrance, Shaq is once again proving that he can dominate in any arena he chooses.