Shaq Signs as an Owner in Krispy Kreme Doughnuts Franchise

Basketball Hall-of-Famer to also Serve as Brand’s Global Spokesperson

WINSTON-SALEM, N.C. - October 24, 2016 - (BUSINESS WIRE) - Krispy Kreme Doughnuts today announced that basketball Hall-of-Famer and sports and entertainment superstar Shaquille O’Neal has become an owner in the brand’s prestigious downtown Atlanta location. He also is the brand’s new global spokesperson.

O’Neal is a lifelong Krispy Kreme fan and has taken ownership in the historic Krispy Kreme shop on Ponce de Leon Avenue in Atlanta, which opened more than 60 years ago. O’Neal has publicly displayed his affection for the brand – especially Krispy Kreme’s Original Glazed® doughnut – in media and on social media.

“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,” said O’Neal. “Our goal is to help people find their happy place, and what better way than with a box of delicious Krispy Kremedoughnuts.”

O’Neal was inducted into the Naismith Memorial Basketball Hall of Fame last month after 19 years in the NBA.

“In addition to Shaquille’s status as a sports and entertainment icon and businessman, he is known for spreading joy, which aligns with our positioning and mission,” said Tony Thompson, President and CEO of Krispy Kreme Doughnuts. “We are confident this partnership will have a big impact for us in Atlanta and around the world.”

To celebrate O’Neal joining the Krispy Kreme Doughnuts family, the brand today announced a “Shaq-or-Treat” social media promotion for Halloween – one of O’Neal’s favorite days. Krispy Kreme fans who tag their Halloween social media posts with #ShaqOrTreat between Oct. 28 and 31 will be eligible to win Shaq-autographed prizes 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 personal level,” said Nick Woodhouse, President & Chief Marketing Officer of Authentic Brands Group, joint owner of Shaq, Inc. “We are excited to partner with Krispy Kreme to amplify their message and grow the brand’s presence worldwide.”

About Krispy Kreme Doughnuts, Inc.

Krispy Kreme Doughnuts, Inc., is a global retailer of premium-quality sweet treats, including its signature Original Glazed doughnut. Headquartered in Winston-Salem, N.C., the Company has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. Krispy Kreme Doughnuts is proud of its Fundraising program, which for decades has helped non-profit organizations raise millions of dollars in needed funds. Krispy Kreme doughnuts can be found in approximately 12,000 grocery, convenience and mass merchant stores in the U.S. The Company has more than 1,100 retail shops in 29 countries. Connect with Krispy Kreme Doughnuts at www.KrispyKreme.com, or on one its many social media channels, including www.Facebook.com/KrispyKreme, and www.Twitter.com/KrispyKreme.

About Shaquille O’Neal

Shaquille O’Neal is a four-time NBA Champion and three-time NBA Finals MVP. The recently retired, 15-time NBA All-Star was named as both the highest ranked athlete in the NBA and the most influential in sports in 2011. With a PhD in Leadership and Education, this iconic marketing and social media marvel was ranked among the “100 Most Creative People in Business” byFast Company Magazine with an online presence that has grown to become the second most followed U.S. athlete on Twitter. As a celebrity, athlete, businessman and comedian, Shaquille O’Neal has an enormous and devoted global fan base across a variety of demographics.

For more information, visit Shaq.com. Follow Shaquille O’Neal on Facebook, Twitter and Instagram.

About Authentic Brands Group, LLC

Authentic Brands Group is a brand development company, which builds long-term value through the ownership of intellectual property associated with prominent fashion, sports, celebrity and entertainment brands. Headquartered in New York City, ABG builds brand equity by partnering with best-in-class licensees and retailers. ABG’s global portfolio of world-renowned brands includes Marilyn Monroe®, Mini Marilyn®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, Dr. J®, Michael Jackson® *managed brand*, Juicy Couture®, Aéropostale®, Jones New York®, Judith Leiber®, Frederick’s of Hollywood®, Thalía®, Adrienne Vittadini®, Taryn Rose®, Misook®, Hickey Freeman®, Hart Schaffner Marx®, Bobby Jones®, Spyder®, Tretorn®, Tapout®, Prince®, Airwalk®, Vision Street Wear®, and Hind®. Abg-nyc.com

SOURCE Krispy Kreme Doughnuts, Inc.

Contacts:

Darryl Carr
Krispy Kreme Doughnuts
336-726-8996
dcarr@krispykreme.com

Molly Hulsey
FleishmanHillard Inc.
314-982-0287
molly.hulsey@fleishman.com

Haley Steinberg
ABG / Shaquille O’Neal
646-612-7439
hsteinberg@abg-nyc.com

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