Shaq and Mike Miller Are Launching an Energy Drink in Hong Kong

The two basketball stars are looking to expand their market to Asia

L.I.F.E. stands for Let It Fly Energy.

Former and current NBA stars Shaquille O’Neal and Mike Miller are launching an energy drink line in Hong Kong called L.I.F.E for Asia, which stands for Let It Fly Energy.

South China Morning Post reports that the same energy drink was launched in the United States back in 2012, but is being reformulated for consumers in Asia. The energy drink will be sold first in Hong Kong and Macau, gradually expanding to stores throughout China by the end of the year.

L.I.F.E. is a carbonated drink “specially formulated to suit the Asian palate.” It is targeted to young athletes across China and Hong Kong and is said to taste “sweet” and “fruity.”

“Hong Kong is such a great market to launch L.I.F.E. as it is a hugely vibrant and exciting city and place where youth culture plays an important role in influencing other markets across the Asian Pacific region,” Mike Miller, forward for the Portland Trail Blazers, told Coconuts Hong Kong.


L.I.F.E. is available in stores across Hong Kong, including 7-Eleven.