Shaquille O’Neal doesn’t just walk into a store, he takes over. That’s exactly what happened during his unannounced visit to a DFS showroom. At first, customers thought it was just another surprise appearance. But behind the scenes, something bigger was in motion. By the time Shaq walked out, he was the face of their newest La-Z-Boy collaboration. And if that wasn’t enough, his blockbuster candy partnership with Hershey’s is making another power move, taking over March Madness with a supersized twist.

In December, Shaq made a surprise stop at Gallagher Shopping Park, turning an ordinary store visit into an event. He tested DFS’s furniture, chatted with employees, and even filmed content for an upcoming campaign. Fans in the store? Absolutely stunned!

No one saw Big Aristotle signing a deal with confectionery brand Hershey’s. Then came the sweet and delectable gummies, Shaq-A-Licious. The shape of the gummies resembles the 4x NBA champ’s face! And now, this. Speaking of the partnership, the Los Angeles Lakers legend said, “Look, downtime is key to keeping everything in balance, and working with DFS and La-Z-Boy to design a chair range that’s made for my size has been awesome – and super comfy! We’re bringing ultimate relaxation to the UK – let’s go!”

As part of the partnership, the brand will launch a new and exclusive La-Z-Boy recliner armchair, the biggest recliner by the brand, La-Z-Boy XL Tamla. This new partnership will further boost the company, which is valued at $351 million (as per Wiki 1993). Shaq’s partnership with Hershey’s is leveling up, with the launch of Shaq-A-Licious XL Gummies as the official treat of March Madness.

Shaquille O’Neal and Hershey’s are taking over March Madness – Here’s how

Hershey has teamed up with the basketball legend to make the Shaq-A-Licious XL Gummies as the Official Gummy of March Madness. As part of Hershey’s multi-year partnership with the NCAA, CBS Sports, and Warner Bros. Discovery Sports, these oversized gummies will be featured throughout the remainder of the tournament.

Attendees of the Reese’s College All-Star Game on April 4 can enjoy the gummies. The whole experience also includes giveaways for the attendees. Apart from that, Hershey will also collaborate with a San Antonio-based nonprofit. This organization works to support military families. This initiative might be a bit more meaningful for O’Neal, who grew up in a military family and once lived on a base in San Antonio. 

“The NCAA Men’s Basketball Tournament is full of fun and energy, that aligns perfectly with the Shaq-A-Licious XL Gummies brand. With Shaq-A-Licious joining our other Hershey’s brands as NCAA partners, we’re ready to score big sweet and salty game day moments,” Dan Mohnshine, VP, U.S. CMG Marketing, of Hershey said. This is yet another chapter in the partnership that will strengthen the ties between O’Neal and the brand.

Shaq has mastered the art of post-NBA success. With stakes in companies ranging from Papa John’s to Reebok, his business empire is worth hundreds of millions. His DFS deal is just the latest example of how athletes are shifting from endorsers to full-fledged business leaders.