Shaquille O’Neal invests in Forto Coffee, becomes face of brand

US beverage maker Forto Coffee has secured an investment from retired basketball player Shaquille O’Neal, who will also become its brand ambassador.

Forto, which is owned by Dyla Brands, sells a range of ready-to-drink coffees and coffee shots, which are on sale in 50,000 retail locations across the US.

The brand said the alignment with O’Neal, coupled with a $20 million investment last year, including $15 million by Keurig Dr Pepper, puts it “on the path to become a household name in coffee”.

As Forto’s global ambassador, O’Neal will headline the brand’s multi-channel marketing campaign, which launches across TV, out-of-home, in-store, digital and social media in the coming year. 

“I can enjoy a Forto Coffee Shot anytime, anywhere,” said O’Neal. “Plus, it’s organic, tastes great, and best of all, it fits in my pocket. These coffee shots have given me the energy to stay active and I’m excited to be at the forefront of the future of coffee.”

Neel Premkumar, founder and CEO of Forto Coffee, added: “Shaq embodies what Forto is all about: fast-acting, positive energy. He’s a living example of how Forto can help people get the most out of their days from a coffee drink that they can feel good about.”