Shaquille O’Neal has never been the type to do things halfway. Whether it’s basketball, broadcasting, business, or branding, the Big Fella goes all in. That same mindset is driving his latest collaboration with The Hershey Company — and this one might be his most playful yet.
Hershey is officially leaning even harder into its partnership with the NBA legend, unveiling a brand-new candy creation: Shaq-A-Licious SLAMS. It marks the fourth release in Shaq’s growing candy lineup, and true to form, it’s big, bold, and unlike anything else in the gummy aisle.
According to Hershey, Shaq wanted to flip one of the oldest rules in the book — don’t play with your food — completely on its head.
“People always told me, ‘Don’t play with your food,’” Shaq said in a press release. “With SLAMS, I’m telling everybody: go ahead and play with your candy. Stack it, slam it, snack it — and if you miss the shot, you still get the bucket.”
That quote alone tells you everything you need to know about this candy.
Shaq-A-Licious SLAMS isn’t just something you eat — it’s something you interact with. The new product features three crunchy gummy balls in strawberry, watermelon, and orange flavors, paired with sour mango hoops designed for fans to “shoot” the gummies before eating them. It’s candy as a game, and it taps perfectly into Shaq’s lifelong love of hoops and fun.
Vivek Mehrotra, Senior Brand Manager for Shaq-A-Licious at The Hershey Company, says SLAMS represents a major leap forward for the brand.
“SLAMS is a game-changer for the Shaq-A-Licious brand,” Mehrotra said. “Stacking crunchy gummy balls inside a sour mango ring creates a multi-textural bite unlike anything else in the gummy aisle. The balls-and-hoop format transforms candy into a hands-on experience, inviting fans to build, play, and personalize every piece.”
In other words, this isn’t just another celebrity-branded snack. It’s a full-on experience — and Shaq had a hand in shaping every detail.
The partnership between Shaq and Hershey began in 2024 with the release of Shaq-A-Licious Gummies XL, famously molded in the shape of Shaq’s face. Since then, the lineup has expanded to include sour gummies inspired by Shaq’s legendary nicknames, including Diesel, The Big Cactus, and Shamrock. Each release has leaned into Shaq’s personality — oversized, playful, and impossible to ignore.
SLAMS continues that trend while pushing it even further.
At this point, Shaq’s candy empire mirrors his post-basketball career perfectly. He doesn’t just slap his name on products — he helps build brands, experiences, and moments people remember. Whether he’s making fans laugh on Inside the NBA or encouraging kids (and adults) to play with their candy, Shaq understands connection.
Shaq-A-Licious SLAMS is available now at major retailers nationwide and online — and yes, Shaq would probably tell you to take a shot before every bite.