Basketball Hall-of-Famer Shaquille O’Neal has purchased a Krispy Kreme location in downtown Atlanta. From Madeline Farber of Fortune:

The shop is on Ponce de Leon Avenue, where it has been around for more than 60 years, according to Krispy Kreme KKD 0.00% . Not only is O’Neal the owner of this historic location, but the former NBA player will also serve as a global spokesperson for the brand.

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O’Neal has been a longtime Krispy Kreme fan, and has often shared his love for the donut chain’s original glazed flavor via social media, according to the company.

“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, “and what better way than with a box of delicious doughnuts.”

In honor of O’Neal joining the Krispy Kreme family, the company will offer a Halloween-themed social media promotion called “Shaq-or-Treat:” Customers who tag their Halloween social media posts with #ShaqOrTreat between Oct. 28 and 31 will be eligible to win Shaq-autographed merchandise or “Krispy Kreme surprises,” the company said.

“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.”

O’Neal tweeted the following to announce his purchase:

Ur favorite doughnut just got even HOTTER, baby – I’ve joined the @krispykreme family! #krispykreme #shaq #shaqalicious pic.twitter.com/pqCVqLyiET

— SHAQ (@SHAQ) October 24, 2016

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