Shaquille O’Neal has added to his business empire. He has launched a signature cologne, which first heads to JC Penney before expanding to other retailers.

According to the announcement, this signature fragrance “embodies strength and charisma.” It features “bold notes of amber and suede,” as well as citrus and black pepper. The cologne comes in a black, 4.2-ounce bottle featuring gold accents and the NBA icon’s signature.

The signature cologne, simply called “Shaquille O’Neal,” will be exclusive to JC Penney for six months at the price of $55. It will then head to other retailers.

“This fragrance is all about presence,” O’Neal said in a statement, per Essence. “It’s strong, smooth, and leaves a mark, just like I aim to do in everything I take on. I wanted something luxurious but still within reach, and this is it.”

The cologne is only the latest part of a long-running partnership between O’Neal and JC Penney. The clothing chain also serves as the home of his XLG big and tall clothing line, which features underwear, dress clothes, suits, jeans, and many other items.

“Fragrance is one of the top-performing categories for JC Penney Beauty, and our customers love a great celebrity scent,” said Jo Osborne, SVP, GMM Beauty, Center Core & Footwear at JCPenney.

“Shaq has been an incredible partner to us through his Shaquille O’Neal XLG big and tall line, which has been a customer favorite for seven years. We’re thrilled to grow that partnership by introducing his signature fragrance.”

O’Neal built his fame on the basketball court, but he has continued to make his mark in a variety of industries after winning four titles and retiring. He is a DJ, a TV analyst, a spokesperson for numerous brands, a member of the Papa John’s Board of Directors, and a franchise owner.

He invested in nine Papa John’s stores in Atlanta, and he purchased more than a dozen Auntie Anne’s. He previously owned dozens of Five Guys restaurants before selling his stake. He also owns a Big Chicken restaurant and a Krispy Kreme.

These are only small examples of O’Neal’s business acumen. His move to launch a signature cologne only serves as further evidence.