Tune into any NBA broadcast and you’re likely to see a commercial starring Shaquille O’Neal. Beyond his analyst duties with Turner Sports, the big fella remains one of the most marketable personalities in sports history. One of O’Neal’s longest running partnerships is with the leading U.S. over-the-counter topical analgesic rub brand Icy Hot. The partnership is now more than two decades old, a rarity for athletes once they’re past their prime playing days.
Most people associate Shaq with the Lakers, the eight-year stretch from 1996 to 2004 when he was racking up championships and MVP awards. But prior to that, he was rookie of the year and an NBA All Star with the Orlando Magic; on Tuesday, February 13, the Magic will retire his jersey. A member of the NBA hall of fame since 2016, the big man has now been peddling analgesic longer than he played pro ball, and if there were HOF for pitchmen, he’d be a first-ballot shoe-in.
O’Neal’s introduction to Icy Hot came during a pregame treatment, when former Lakers head trainer Gary Vitti suggested Icy Hot might help manage the pain of a leg injury.
“He put it on my thigh, and it rolled up to the boys and the shit got hot,” O’Neal recalled while laughing at the memory. It would take a steady pour of milk and a change of compression shorts before O’Neal could finish the game comfortably, but he was a believer. He signed on with Icy Hot a few years later in 2003.
The Shaq Effect
Icy Hot has remained the top topical pain relief brand since beginning to work with O’Neal, despite the emergence of several new competitors.
“They didn’t try to live in the past or latch onto his legendary basketball career,” said Kristine Bill, COO of sports and entertainment platform Playmaker. “Instead, they matched his changing audience. Shaq’s popularity spans across various demographics, touching sports, entertainment, music, and business—making him a relatable figure for a broad audience. This appeal allows Icy Hot to reach a diverse consumer base.”
Icy Hot also allows Shaq to be himself, simply explaining how he uses the product and the relief it brings to his large frame. And it doesn’t hurt that O’Neal, now 51, has remained relevant through social media and by performing as DJ Diesel for hundreds of thousands at musical festivals.
“When you bring Shaq to the equation, people pay attention,” said Icy Hot’s Senior Portfolio Lead, Vince Balagat.
Evolution of a Brand Deal
O’Neal has always had a hand in the scripts of his commercial with Icy Hot. Last year, he made his directorial debut for the new Icy Hot Kids product line.
Produced by O’Neal’s Jersey Legends production company, the campaign features Shaq’s head on the bodies of small children. (His mom, Lucille, is also featured in one of the commercials.) “I have children, so I know how to relate and talk to kids,” O’Neal said.
Retired from the NBA since 2011, O’Neal knew that Icy Hot should begin to bring aboard some youth to appeal to the next generation of athletes. The brand has enlisted tennis star Sloane Stephens, Las Vegas Raiders Darren Waller, and U.S. soccer star Rose Lavelle.
Icy Hot has leveraged its new ambassadors to step up its social game. “It’s about continuing to make sure that we’re communicating our message in the right way,” Balagat said. “Shaq has continued to stand the test of time, but the squad we have around him helps with the heavy lifting.”
When O’Neal launched the Shaquille O’Neal Foundation in 2019, Icy Hot became one of its first corporate partners. As the world came to a pause during the pandemic, the two teamed up to do virtual events and launched a grant program to assist youth athletic programs suffering from budget cuts.
Giving Back
In 2021, Icy Hot partnered with The Shaquille O’Neal Foundation on the charity’s Comebaq Courts initiative, which refurbishes public basketball courts and surrounding areas. As someone who considered the court a sanctuary and a safe haven in his youth, he wanted to re-create that for the current generation of children.
“I remember when I was young, courts were clean and they were honored,” O’Neal said. “The gangs stayed off the court, they respected our space, and they even protected us. Nobody messed with us. I feel it’s my duty to give the kids a place to play. That’s what kept me out of trouble.”
The first court was unveiled in Las Vegas in 2021. This was followed by Shaq’s hometown of Newark; two more opened last year, one in Miami and another at The Shaquille O’Neal Boys & Girls Club of Henry County. The latter, located just outside of Atlanta, features a new multipurpose basketball court, a turf field, and a tennis/pickleball court. O’Neal hopes to open additional courts across the U.S. in the future.
“I remember when I first came out in 1992, they were trying to make me something I’m not,” O’Neal says, recalling his rookie season. “Wear a suit, no earrings, no rims, no tattoos. I made up the term image is reality. Time and time, we have seen people sell us who they are, and when reality kicks in, we see, that’s not really who you are. I’m just appreciative of the opportunity that I get and I’m able to show kids what hard work, dedication, and education looks like.”