By EMMA SALETTA, US AUDIENCE REPORTER
Published: 13:09 EDT, 9 September 2025 | Updated: 13:23 EDT, 9 September 2025
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Four time NBA champion Shaquille O'Neal has launched his first-ever fragrance fit for shoppers looking for a 'sophisticated' scent.
Available exclusively at JCPenney, O'Neal revealed the fragrance is 'all about presence.' It is available for purchase online and in stores for $55. The product will expand to other retailers next year.
'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,' the athlete explained.
O'Neal has worked with JCPenney several times over the years — the first being in 2018 — after launching a big and tall apparel line.
'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,' said retail executive Jo Osbourne.
'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 fragrance comes months after O'Neal signed a long-term contract with TNT to continue his analyst duties on 'Inside the NBA.' Per the agreement, he will be paid $15 million annually.
JCPenney however has been struggling in the years since its 2020 bankruptcy filing. Following mass store closures, around 650 shops remain open across the US.
Shaquille O'Neal has launched his first-ever fragrance in collaboration with JCPenney
O'Neal revealed the $55 fragrance is 'strong, smooth, and leaves a mark'
In June, the chain closed seven locations — part of what experts say will be a wave of 15,000 overall store closures across retail this year.
JCPenney is currently laying off hundreds of workers after deciding to close its Alliance Supply Chain facility in Texas.
The second round of layoffs will go from November 1 to November 14. The warehouse will close for good in the same month.
The chain informed all affected employees of the decision and has offered them severance, benefits, and transition resources.
Shoppers began fearing more closures were on the way after the retailer announced plans to sell 119 stores to Onyx private equity firm for $947 million. The sale is set to be completed on September 8.
The future of the soon-to-be sold stores remains uncertain, but the earnings will be used to pay off debts.
The company also merged with SPARC Group to create Catalyst Brands — owning brands like Aéropostale, Brooks Brothers and Eddie Bauer.
The newly formed group is being led by JCPenney's former CEO Marc Rosen.
O'Neal has collaborated with JCPenney multiple times since 2018
JCPenney is finalizing a sale of 119 stores to Onyx private equity firm on September 8
It comes as a string of celebrity collaborations have ignited backlash this year — a couple of them featuring Sydney Sweeney.
The fury began after a 'creepy' brand collaboration with men's grooming brand Dr. Squatch.
Together, they created a limited-edition 'Bathwater Bliss' soap bar, which contains droplets of Sweeney's used bathwater.
Things intensified in July after Sweeney's ad campaign with American Eagle, which used the phrase 'great genes,' led to comparisons with Nazi propaganda.
Used to support victims of domestic violence, shoppers also called the ad 'gross' and 'tone deaf' for being focused 'all about her boobs.'
The ad became a factor in American Eagle's 25 percent stock jump — but Sweeney has refused to talk about the campaign — even shutting down reporters before attending the Toronto International Film Festival.
Other collaborations that have gone viral this year include Sabrina Carpenter and Dunkin for the Sabrina's Strawberry Daydream Refresher and Hailey Bieber and FILA for the FILA x Hailey line.