Why Shaq turned down being on the cover of a Wheaties box twice

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.

SHAQ: People look at them as endorsements. I look at them as partnerships. I'm very picky. If I'm not in tuned to the product, if I don't like the product, I won't do it.

I always tell the story about after I won my first championship, Wheaties wanted me to be on the cover. Never ate Wheaties so I turned them down. Second championship, same thing. I said hey, Breakfast of Champions, I know who you are, but I never eat Wheaties, I can't do it. Then I told my people, call Frosted Flakes or Fruit Loops, I'll be on the cover of that.

I turned a lot of deals down because I'm an old school guy. I'm on the handshaking principles. So I don't want to take your money if I'm not really in tune to what you're selling. Think about it. Gold Bond, everybody needs lotion, right? All these hard-working American people your back gets sore, Icy Hot. Everyone needs home security, right? Everyone needs affordable car insurance. That's why I go with The General.

So I don't look at it as endorsements. I look at them as partnerships.