Shaquille O’Neal, the basketball legend, cultural icon, and self-proclaimed “biggest kid in the candy store,” has found yet another way to leave his larger-than-life mark. This time, he’s doing it in the candy aisle with a playful new twist on his already popular line of sweets. The star has unveiled Shaq-A-Licious XL Gummies in sneaker shapes, the newest addition to the Shaq-A-Licious family, created in partnership with The Hershey Company (NYSE: HSY).
The gummies, which hit shelves nationwide this month, are designed to reflect O’Neal’s towering personality and, quite literally, his legendary shoe size—22. True to his appetite for bigger bites and bolder flavors, these XL-sized candies are not only massive in form but also loaded with taste. The collection debuts in three bold varieties: mango (orange), lime (green), and strawberry (red).
These fresh offerings join the already successful Shaq-A-Licious XL Gummies Original and Shaq-A-Licious XL Gummies Sour, further expanding what has quickly become one of Hershey’s most innovative and exciting candy launches in recent years.
A Sneaker-Inspired Sweet Treat
The sneaker-shaped gummies aren’t just another fun candy shape; they are a direct nod to O’Neal’s SHAQ Footwear brand, which has sold millions of pairs worldwide. Each gummy is molded after his best-selling sneaker design, blending his two worlds—basketball culture and consumer snacks—into one eye-catching treat.
O’Neal has always been known for merging entertainment, entrepreneurship, and personal branding, and this new launch is no exception. By introducing sneaker-shaped gummies, the second generation of Shaq-A-Licious products, Hershey and O’Neal are tapping into both his on-court legacy and his lasting influence in sneaker culture.
Record-Breaking Sweet Success
When Shaq-A-Licious XL Gummies first launched in 2024, the brand quickly broke records for The Hershey Company. In fact, the candy line became Hershey’s #1 sweets launch of the year, selling over 11 million units in its debut. Fans gravitated toward the combination of oversized candy, bold flavors, and playful shapes inspired directly by Shaq’s personality.
Notably, O’Neal himself played an integral role in shaping the brand. From the earliest stages of ideation to the flavor selection and taste-testing process, the basketball star was fully hands-on. His goal was simple yet ambitious: to create a candy that could capture the fun, flavor, and outsized personality he brings to everything he does.
Shaq’s Vision for Candy
In his own words, O’Neal explained the vision:
“Shaq-A-Licious started with a big idea—make candy that’s bold, fun, and full of flavor. Now we’re stepping it up with sneaker-shaped gummies and three wild new flavors for gummy lovers everywhere. I’ve been part of this from the start, from the flavors to the shapes, and I’m proud of how far we’ve come. This is just the beginning.”
That “just the beginning” comment underscores O’Neal’s reputation as not only an athlete and entertainer but also a savvy businessman who knows how to build lasting consumer brands. From restaurants and fitness centers to tech investments and now candy, Shaq’s portfolio continues to grow in ways that resonate with fans young and old.
The Complete Shaq-A-Licious Lineup
With the new launch, the Shaq-A-Licious XL Gummies collection now offers three unique varieties, each with a playful story behind it:
- NEW! Shaq-A-Licious XL Gummies in Sneaker Shapes
- Molded after the iconic SHAQ sneaker.
- Bold flavors: Mango (orange), Lime (green), and Strawberry (red).
- A direct nod to O’Neal’s influence in sneaker culture and basketball heritage.
- Shaq-A-Licious XL Gummies Original
- Gummies shaped like Shaq’s face.
- Bright packaging in shades of blue and purple.
- Flavor mix: Peach, Berry Punch, and Orange.
- Shaq-A-Licious XL Gummies Sour
- A tangy trio of shapes inspired by Shaq’s legendary nicknames: Diesel, The Big Cactus, and The Big Shamrock.
- Flavor lineup: Pineapple, Mixed Berry, and Watermelon.
Each version is designed to stand out both on the shelf and in taste, with oversized gummies that live up to O’Neal’s “go big or go home” philosophy.
The Hershey Company’s Perspective
From Hershey’s point of view, the Shaq-A-Licious line represents more than just another candy launch. It’s a growing brand platform with the potential to sustain excitement year after year.
“Shaq-A-Licious XL Gummies isn’t just a candy; it’s a brand with serious momentum,” said Vivek Mehrotra, Senior Brand Manager for Shaq-A-Licious at The Hershey Company. “The response to our first launch was huge, and the new sneaker-shaped gummies are our way of keeping that energy going. This is about more than flavor; it’s about building something fun, lasting, and larger than life.”
Hershey’s confidence in the line is rooted in its ability to connect pop culture with product innovation. The company has long been a leader in seasonal and novelty candy, but Shaq-A-Licious is unique in its ability to merge candy with sports, fashion, and entertainment.
A Winning Formula of Fun and Flavor
The success of Shaq-A-Licious underscores a broader trend in the candy industry: consumers are increasingly drawn to experiential treats that combine taste with storytelling, personality, and cultural relevance. By blending O’Neal’s iconic identity with oversized, flavorful gummies, Hershey has tapped into a winning formula.
The sneaker-shaped gummies not only stand out on store shelves but also resonate on social media, where playful food trends often thrive. Fans are already sharing photos and videos of the larger-than-life gummies, solidifying their status as both a sweet treat and a cultural talking point.
