VIDEO : Shaq Turned Down Wheaties Box Twice - Here's Why

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. SHAQ: People look at them as endorsements. 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. Gold Bond, everybody needs lotion, right?