Krispy Kreme: Brand Announces Global Spokesperson

Winston-Salem / NC. (kkd) Krispy Kreme Doughnuts Inc., since May 2016 indirect controlled member of Luxembourg’s JAB Holding Company, 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 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 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 Kreme doughnuts».

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».

«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».

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.