This story has been updated.
Shaquille O’Neal is now the proud owner of the Krispy Kreme shop on Ponce de Leon in Atlanta.
A press release from the company says Shaq is also Krispy Kreme’s new spokesperson.
“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 in the press release. “Our goal is to help people find their happy place, and what better way than with a box of delicious Krispy Kreme doughnuts.”
The Ponce de Leon location opened 60 years ago. Shaq was recently inducted into the Naismith Memorial Basketball Hall of Fame. Advertising Age magazine quipped, “Shaquille O’Neal used to dunk in basketball games. Now he’s dunking doughnuts.”
“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 Tony Thompson, President and CEO of Krispy Kreme Doughnuts, said in the press release. “We are confident this partnership will have a big impact for us in Atlanta and around the world.”
The company is running a “Shaq-or-Treat” social media promotion for Halloween, reportedly one of Shaq’s favorite holidays.
“Krispy Kreme fans who tag their Halloween social media posts with #ShaqOrTreat between Oct. 28 and 31 will be eligible to win Shaq-autographed prizes or Krispy Kreme surprises,” the press release says.