NBA legend Shaquille O'Neal turned into quite the businessman and entrepreneur following his playing days, and the former NBA MVP announced his newest venture on Wednesday morning.
O'Neal has quite a sprawling entrepreneurial empire with investments in fast food restaurants, 24-hour gyms, car washes, and more, in addition to his various product endorsements.
Now, Shaq is expanding that empire with his first-ever signature fragrance.
Shaquille O'Neal Fragrance
Several years ago, Shaq stepped into the fashion world with his XLG big & tall apparel line sold at JCPenney. Now, he is adding a new signature fragrance named after himself, Shaquille O'Neal.
The fragrance comes in a sleek black bottle that features Shaq's iconic signature and is accented with rich gold and copper tones.
As for the scent, it is described as a "captivating woody amber blend, opening with a vibrant burst of Bergamot, Grapefruit, and Black Pepper" along with a "smooth fusion of Cardamom, Suede, and Benzoin, grounded by warm, lasting notes of Tonka Bean, Amber, and Musk" at its heart.
"This fragrance is all about presence," Shaq says of the scent. "It's strong, smooth, and leaves a mark, just like I aim to do in everything I take on. I wanted something luxurious but still within reach, and this is it."
Only Available at JCPenney, For Now
Shaq is in the midst of a strong seven-year partnership with JCPenney for his apparel line. The launch of his first-ever fragrance is another expansion of that partnership, as the scent will be sold exclusively at JCPenney for the first six months.
"Fragrance is one of the top-performing categories for JCPenney Beauty, and our customers love a great celebrity scent," said Jo Osborne, SVP, GMM Beauty, Center Core & Footwear at JCPenney. "Shaq has been an incredible partner to us through his Shaquille O'Neal XLG big and tall line, which has been a customer favorite for seven years. We're thrilled to grow that partnership by introducing his signature fragrance to our collection, as we continue to deliver affordable luxuries our customers love."
The 4.2 oz / 125 ml fragrance is priced at $55 and will be sold exclusively at JCPenney in-store and online for six months before it expands to additional retailers.
The new fragrance is available now at JCPenney stores and online at jcpenney.com.
This story was originally reported by Men's Journal on Sep 3, 2025, where it first appeared in the Sports section. Add Men's Journal as a Preferred Source by clicking here.
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