Shaquille O'Neal has made many bold moves throughout his career, but few are as memorable as his decision to pass on a ...

After winning an NBA Championship, Shaquille O’Neal once turned down a deal with a major cereal brand. Back in 2001, O’Neal ...

Former NBA star Shaquille O'Neal tells us why he didn't sign a deal with Wheaties, even though they asked him twice, and how he chooses his endorsements. The following is a transcript of the video.

Advertisements that featured one of the world's most popular athletes as a spokesperson helped General Mills, Inc., generate record sales for Wheaties, its oldest brand of cereal. We’re long-term ...

I spent the first half of my life trying to be an athlete so I could become the second woman after Mary Lou Retton to appear on the front of a Wheaties box. I failed at that, and softball, basketball, ...