Shaquille O'Neal spoke at a JCPenney event at Town East Mall in Mesquite, Texas, on July 9, 2024. JCPenney and O'Neal partnered to offer a unique back-to-school shopping experience for 20 students from the Boys & Girls Clubs of Greater Dallas. The students received $500 gift cards and an hour of shopping with Shaq to get their back-to-school needs from apparel, to shoes, haircuts, eye exams and more. In addition to this shopping spree, the event highlighted JCPenney Communities Foundation's investment in youth-serving charities through a collaboration with the Alliance for a Healthier Generation.