WINSTON-SALEM, N.C. – Krispy Kreme Doughnuts announced that basketball Hall of Famer and sports and entertainment superstar Shaquille O’Neal has become an owner in the brand’s historic Atlanta location and is the brand’s new global spokesperson.

O’Neal has taken ownership in the Krispy Kreme shop on Ponce de Leon Avenue in Atlanta, which opened more than 60 years ago. “Krispy Kreme prides itself on spreading joy and supporting local communities, and that’s a cause that I am thrilled to be a part of,” O’Neal said. “Our goal is to help people find their happy place, and what better way than with a box of delicious Krispy Kreme doughnuts.”

This week Krispy Kreme also announced a “Shaq-or-Treat” social media promotion for Halloween, where customers who tag their Halloween social media posts with #ShaqOrTreat between October 28 and 31 will be eligible to win autographed prizes by O’Neal or Krispy Kreme surprises.

“When you think about brands that resonate in pop culture, Krispy Kreme is on that short list of brands that transcend their industry and connect with consumers on a personal level,” said Nick Woodhouse, president and CMO of Authentic Brands Group, joint owner of Shaq Inc.