Basketball ace Shaquille O’Neal aims for gummy series slam dunk

As one of Hershey’s key sporting brand ambassadors, basketball player Shaquille O’Neal, the self-proclaimed “biggest kid in the candy store,” is on confectionery’s centre court once more with a decidedly sweet offering, writes Neill Barston.

The Shaq-A-Licious gummy line has just got a whole lot larger with the XL Gummies in sneaker shapes, which have been inspired by the player’s equally big shoe size of 22.

As the company confirmed, the new lineup features three punchy flavours: mango (orange), lime (green) and strawberry (red), joining the fan-favourite Original and Sour varieties.

The new gummies are a nod to O’Neal’s SHAQ Footwear brand, made in the shape of his best-selling sneakers. The second generation of the best-selling gummies, now in a new shape, is inspired by both O’Neal’s time on the court and his fierce dedication to the sneaker and basketball community.

Following its launch in 2024, Shaq-A-Licious XL Gummies became Hershey’s #1 sweets launch of the year, with over 11 million units sold. The Shaq-A-Licious line, including the new sneaker-shaped gummies, was ideated, developed and taste-tested by the basketball star. The brand has quickly become a standout in the sweets aisle thanks to its bold flavours, playful shapes and oversized treats.

“Shaq-A-Licious started with a big idea—make candy that’s bold, fun and full of flavour. Now we’re stepping it up with sneaker-shaped gummies and three wild new flavours for gummy lovers everywhere,” said O’Neal. “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.”

The full Shaq-A-Licious XL Gummies lineup now includes:  Shaq-A-Licious XL Gummies in sneaker shapes: Sneakers molded after the iconic SHAQ sneaker in bold mango (orange), lime (green) and strawberry (red) flavours.

Shaq-A-Licious XL Gummies Original: Gummies shaped like Shaq’s face in vibrant blue and purple packaging, featuring peach, berry punch and orange flavours, plus a trio of sour varieties that have taken their lead from the player’s nicknames — Diesel, The Big Cactus and The Big Shamrock.

Vivek Mehrotra, Senior Brand Manager, Shaq-A-Licious, The Hershey Company, commented: “Shaq-A-Licious XL Gummies isn’t just a candy; it’s a brand with serious momentum. The response to our first launch was huge, and the new sneaker-shaped gummies are our way of keeping that energy going,” said .

“This is about more than flavour; it’s about building something fun, lasting and larger than life.”