Shaquille O’Neal has launched a new candy product inspired by basketball and his larger-than-life personality. Shaq-A-Licious SLAMS is now available at retailers nationwide. The release was developed in partnership with The Hershey Company.
Shaq-A-Licious SLAMS made an appearance in Atlanta today with a takeover of the MARTA Midtown Station. The activation brought the brand directly to commuters in the heart of the city. Fans experienced the launch in real time through on-site visuals and product moments. The stop reinforced the brand’s connection to Atlanta’s culture, community, and everyday life.
SLAMS is designed as an interactive gummy candy. Each bag includes three crunchy gummy balls in watermelon, strawberry, and orange flavors. It also includes a chewy, sour mango ring. The pieces are meant to be stacked, dipped, and combined. The goal is to turn snacking into a hands-on experience.
The concept reflects O’Neal’s long connection to basketball. It also reflects his approach to business. The product blends fun with design while offering something different from traditional gummies. The mix of textures sets it apart in the candy aisle.
“When I do something, I want it big,” O’Neal said. “With SLAMS, you don’t just eat the candy. You interact with it. You take your shot and enjoy the moment.”
SLAMS builds on the success of the Shaq-A-Licious brand. The line is known for bold shapes, strong flavors, and a clear point of view. Each product is shaped by O’Neal’s input, from concept to launch. SLAMS continues that focus with a new format.
Shaq-A-Licious SLAMS adds another chapter to O’Neal’s growing consumer brand portfolio. The candy is is also available online through Hershey’s retail platform at hersheyland.com/shaqalicious.
