It looks like Shaquille O'Neal will have to add yet another installment to his mile-long list of nicknames: The Big Krispy.
Yes, the Diesel, aka the Big Shaqtus, aka the Big Aristotle, expanded his Shaq-size portfolio, announcing on Monday that he's purchasing a historic Krispy Kreme Doughnut shop on Ponce de Leon Avenue in downtown Atlanta, which was established back in 1965 and is considered their flagship establishment. Shaq will also serve as the brand's new global ambassador.
— SHAQ (@SHAQ) October 24, 2016
“Krispy Kreme prides itself on spreading joy and supporting local communities, and that’s a cause that I am thrilled to be a part of,” O’Neal said of the deal, “and what better way than with a box of delicious doughnuts.”
It's an agreement everyone can be happy about: Krispy Kreme gets a huge—literally and figuratively—endorsement, Shaq gets all the money and doughnuts he can recoup, and fans can get free autographed Shaq memorabilia or Krispy Kreme goodies with the new Halloween "Shaq-or-Treat" promotion. All one has to do is tag a social media post #ShaqOrTreat between October 28 and 31 to become eligible to win either something signed by Shaq or a bunch of "Krispy Kreme surprises."
“In addition to Shaquille’s status as a sports and entertainment icon and businessman, he is known for spreading joy, which aligns with our positioning and mission,” said Krispy Kreme Doughnuts CEO and president Tony Thompson. “We are confident this partnership will have a big impact for us in Atlanta and around the world.”
In case you doubt Shaq's love for the doughnut chain, here he is professing his love for their sweet and slightly crunchy goodness in a video from 2009.
This is hardly Shaq's first foray into the food business. In 2013 he and AriZona Beverages teamed up for a series of drinks called Soda Shaq—which is doing so poorly it would appear the company is repurposing the cans to encase ever-popular Arnold Palmers.