By Barry Janoff
August 21, 2019: The Shaq Attack Machine continues to power forward.
Shaquille O’Neal, who makes in excess of $30 million annually just from endorsements, has signed a deal to become a co-owner and the global marketing face for Forto Coffee.
O’Neal will appear in a multi-platform campaign and do personal engagements for the brand, which bills itself as “maker of the world's first coffee shot and America's No. 1 organic ready-to-drink coffee.”
Forto, owned by Dyla Brands, said it received a $20 million investment last year, including $15 million invested by Keurig Dr Pepper.
"Shaq embodies what Forto is all about: fast-acting, positive energy," Neel Premkumar, founder and CEO for Forto Coffee, said via the company.
"He's a living example of how Forto can help people get the most out of their days from a coffee drink that they can feel good about."
Forto said its Shaq campaign would include TV, digital, social media, OOH and in-store in the coming year.
The theme: “Forto Coffee Shots are the perfect fit for Shaq's busy lifestyle, providing him with fast-acting and great-tasting energy that lasts all day long.”
According to the member of the Naismith Memorial Basketball Hall of Fame and analyst for TNT’s “Inside the NBA,” "I can enjoy a Forto Coffee Shot anytime, anywhere. Plus, it's organic, tastes great, and best of all, it fits in my pocket.
“These coffee shots have given me the energy to stay active and I'm excited to be at the forefront of the future of coffee."
In March, O’Neal signed a deal with Papa John’s, valued at $8 million deal by industry analysts, to become a member of the board, an investor in nine Atlanta locations and marketing spokesperson.
He also owns a Krispy Kreme Doughnuts in Atlanta, Shaquille’s Southern cuisine restaurant in Los Angeles (located near Staples Center) and a Big Chicken in Las Vegas.
O’Neal last month signed an endorsement deal with Epson. In addtion, he endorses and/or has investments and/or licensing deals including Ring, Gold Bond, Icy Hot, The General insurance, Carnival Cruise Line, JC Penney, Macy’s, Zales and Arizona Beverage.
He also has his own social media empire: More than six million followers on Facebook, nearly 15 million on Twitter.
Forto is is available in more than 50,000 retail locations nationwide, on Amazon and at FortoCoffee.com.
Authentic Brands Group, NY, oversees his portfolio.
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