Shaquille O’Neal has always been more than just a basketball player. Sure, he’s a four-time NBA champion and Hall of Famer whose 7-foot-1 frame dominated the paint for nearly two decades. But over the years, “The Diesel” has become just as well known for his off-court ventures. From investing in tech companies and fast-food franchises to starring on TV, DJing festivals as “DJ Diesel,” and putting his name on sneakers, Shaq has built one of the most diverse business empires of any athlete. Now, thanks to a sweet partnership with The Hershey Company, he’s adding candy king to his résumé.
In 2023, Hershey and O’Neal launched Shaq-A-Licious XL Gummies, oversized sweets shaped like Shaq’s unmistakable head. The debut was a slam dunk—selling more than 11 million units and becoming Hershey’s top candy launch of the year. Fans loved the fun, over-the-top idea that perfectly matched Shaq’s playful personality.
Yesterday, the collaboration took another big step forward. Hershey and Shaq introduced Shaq-A-Licious XL Gummies in Sneaker Shapes, inspired by his long-running SHAQ® Footwear line. For decades, Shaq has been committed to making affordable sneakers available for kids and families, selling his shoes at stores like Walmart and Payless instead of chasing sky-high price tags. Now, that same spirit of fun and accessibility is making its way to the candy aisle.
The new gummies are shaped like Shaq’s popular “Devastator” sneaker and come in three bold flavors: mango (orange), lime (green), and strawberry (red). Just like the man himself, they’re colorful, larger-than-life, and built to make people smile.
To celebrate the launch, Shaq and Hershey hit the streets of New York City in true Diesel style. They rolled out a mobile gummy-sneaker truck, stopping at the legendary West 4th Street Cage basketball court and Basketball City at Pier 36. Fans lined up to meet Shaq, sample the new candy, and snag a few giveaways. True to form, Shaq turned the promotion into a community event, joking with kids, handing out sweets, and reminding everyone why he remains one of the most approachable superstars in the world.
While Shaq’s candy partnership might seem playful, it fits perfectly into his larger business playbook. Over the years, he’s built wealth not just by lending his name to products but by carefully choosing opportunities that align with his personality and values. From Papa John’s pizza to Auntie Anne’s pretzels, from investing in Google early on to owning countless car washes and gyms, Shaq has shown a knack for mixing business savvy with fun. Shaq-A-Licious is just the latest example of how he keeps finding ways to connect with fans of all ages.
The new sneaker gummies—available in both Original and Sour versions—are already on shelves at select retailers nationwide. If sales are anything like the first round of Shaq-A-Licious, these sweets will be flying off the racks. Once again, Shaq proves that whether on the court, in business, or even in the candy aisle, he knows how to score big.