Shaquille O'Neal on Tuesday launched his first fragrance, a $55 scent available exclusively at JCPenney stores and online, a collaboration the four-time NBA champion said is "all about presence." The product is slated to expand to other retailers next year.
O'Neal described the fragrance as "strong, smooth, and leaves a mark, just like I aim to do in everything I take on," and said he wanted something "luxurious but still within reach." The exclusive rollout continues a commercial relationship between O'Neal and JCPenney that began in 2018 with a Shaquille O'Neal XLG big-and-tall apparel line.
Jo Osbourne, a JCPenney retail executive, said the company was "thrilled to grow that partnership by introducing his signature fragrance to our collection, as we continue to deliver affordable luxuries our customers love." The scent is being sold at the chain's remaining stores and on its website, with a planned wider retail release next year.
The fragrance launch comes months after O'Neal signed a long-term contract to continue his analyst duties on TNT's Inside the NBA, a deal that reportedly pays him $15 million a year. The move extends O'Neal's commercial footprint beyond sports broadcasting and apparel into personal fragrance.
The partnership also arrives as JCPenney continues to navigate a period of restructuring and asset sales following its 2020 bankruptcy filing. The company has closed numerous locations in recent years and now operates around 650 stores across the United States. In June, JCPenney announced the closure of seven more locations as part of ongoing adjustments to its store footprint.
JCPenney is also winding down operations at its Alliance Supply Chain facility in Texas, a decision that the company said will result in two rounds of layoffs from Nov. 1 to Nov. 14 and the permanent closure of the warehouse that month. The retailer said it has informed affected employees and will provide severance, benefits and transition resources.
The company has been pursuing asset sales to shore up finances. JCPenney agreed to sell 119 stores to private equity firm Onyx for $947 million, a transaction that was set to be completed on Sept. 8. The retailer also merged with SPARC Group to form Catalyst Brands, a conglomerate that will include names such as Aéropostale, Brooks Brothers and Eddie Bauer, led by former JCPenney CEO Marc Rosen.
Celebrity-branded products and retail collaborations have been prominent in the fashion and consumer landscape this year, drawing both sales attention and, in some cases, public criticism. High-profile tie-ups that generated controversy included an unusual limited-edition soap marketed with actor Sydney Sweeney and a subsequent advertising campaign for another brand that prompted consumer backlash. Other notable collaborations in 2025 included Sabrina Carpenter's partnership with Dunkin' and Hailey Bieber's work with FILA, illustrating the range of celebrity-led retail efforts across categories.
JCPenney and O'Neal did not disclose projected sales figures for the fragrance. Company executives framed the release as an extension of an existing relationship with a well-known partner and as part of the chain's strategy to offer branded products that appeal to its customer base while it executes broader corporate restructuring efforts.