American Express has teamed up with basketball icon Shaquille O'Neal to encourage Card Members to Shop Small and get 2X Rewards this holiday season. As part of the partnership, American Express will be working with O'Neal to raise awareness for the company's largest and longest running campaign to connect Card Members with their favorite small businesses - the Shop Small® for 2X Rewards offer. In addition, American Express, an official sponsor of the NBA and six of its teams, has also partnered with O'Neal, a four-time NBA champion, for the 2016-17 NBA season. To support the Shop Small® for 2X Rewards offer, American Express produced a comical online video series that features O'Neal and special celebrity guests visiting local small businesses across the country to find the perfect holiday gifts for friends and family. To kick off the campaign, O'Neal is joined by Grammy Award-winning musician Kendrick Lamar. The two enjoy an afternoon at local LA soap shop, Soaptopia, sampling unique scents including the exclusive "Luscious Lamar Bar" and "Shea Butter Shaq." This first episode launched on American Express' digital channels today and can be viewed here. As part of the campaign, spots featuring O'Neal and other surprise guest shoppers at two additional Shop Small locations will be released in the coming weeks on American Express social channels. American Express will also work with the Basketball Hall-of-Famer and its team and venue partners to create special in-venue experiences for NBA fans as part of its Shop Small campaign. The first will take place on November 10 at the Chicago Bulls vs. Miami HEAT game in Miami, Florida. "Along with being celebrated for his Hall of Fame basketball career, Shaquille is an American Express Card Member, an entrepreneur and philanthropist who embodies many of the key characteristics of what our brand represents," said Brad Minor, Vice President of Global Brand Partnerships and Experiential Marketing at American Express. "Shaquille O'Neal is one of the most recognizable athletes in the world, and we're stoked to be working with him to help encourage consumers to support small businesses this holiday season through our Shop Small for 2X Rewards campaign, as well as partner with him on our larger NBA season sponsorship plans."