Eli Lilly & Co. has announced that it has enlisted NBA Hall-of-Famer Shaquille (Shaq) O’Neal as the national face of its “Don’t Sleep on OSA” awareness campaign, aimed at adults with moderate-to-severe obstructive sleep apnea (OSA).
The campaign aims to educate adults about the signs and dangers of OSA and to stimulate more doctor-patient conversations, particularly among at-risk populations.
Lilly has rolled out a multi-channel awareness effort under the “Don’t Sleep on OSA” banner that includes a 30-second spot featuring Shaq in which he calls out the misconception that “I’m superhuman” when in fact he, like many adults, was dealing with undiagnosed OSA.
The ad, featured on the campaign’s dedicated website DontSleepOnOSA.com, shows Shaq going about activities of daily life, such as taking out the garbage, watching TV, opening a jar of pickles and napping, while in a voiceover, outlining common OSA symptoms like snoring and choking during sleep and daytime fatigue.
“Talk to your doctor, because there’s nothing superhuman about OSA,” Shaq advises at the end of the ad.
The website also features more about Shaq’s experience with OSA. The NBA legend recalls being “tired all the time” for years before his OSA diagnosis 15 years ago. When his partner noted his nighttime snoring and gasping, and he recognized persistent fatigue, irritability and poor concentration, he consulted a physician for a sleep study.
“Moderate-to-severe obstructive sleep apnea is more than just snoring — it’s a serious condition and it deserves serious attention,” Shaq said in the press release announcing the campaign.
“For years, I was tired all the time and didn’t know why, but getting diagnosed made a real difference. I’m not always one to ask for help, and I know it can be difficult to speak up when something is impacting you. I’m here to say don’t ignore moderate-to-severe OSA symptoms — talk to your doctor.”
The website contains resources for people to learn about symptoms, risk factors and how to talk with their healthcare provider about OSA.
OSA occurs when the upper airway repeatedly narrows or collapses during sleep, leading to interrupted breathing, fragmented sleep and reduced oxygen levels. Key symptoms include loud snoring, choking or gasping for air during sleep, daytime sleepiness and fatigue.
According to Lilly, moderate OSA can involve between 15 and 29 breathing interruptions per hour, while severe cases may exceed 30 interruptions per hour.
The company also highlights several key risk factors for OSA, including male sex, age over 50, obesity and a family history of the condition.
Related: Eli Lilly’s Zepbound Approved as First Treatment for Obstructive Sleep Apnea
While OSA has long been associated with simply snoring, the condition carries significant health implications, including increased risk for hypertension, cardiovascular disease, diabetes and daytime fatigue because of poor sleep quality.
An estimated 24 million adults in the US may have moderate-to-severe OSA, many of whom are overweight or living with obesity, and many more remain undiagnosed.
A 2025 study published in The Lancet projects that nearly 77 million adults in the US could be affected by 2050, as obesity rates and aging demographics rise.
The campaign’s website features OSA educational materials and directs users to book a sleep study through LillyDirect, the company’s online pharmacy.
“By partnering with Shaquille O’Neal, someone who brings authenticity, relatability and cultural reach, we’re aiming to break through the stigma and spark real conversations. This campaign, and the exciting work we’re doing at Lilly, is about empowering people to recognize possible symptoms and take action,” said Lina Polimeni, Senior Vice President and Chief Marketing Officer, Consumer, at Lilly.
Lilly is an active player in the sleep-disordered breathing and obesity space. In December 2024, its GLP-1 drug Zepbound (tirzepatide) became the first approved treatment for moderate-to-severe OSA in adults with obesity.
While Shaq may be the newest addition to Lilly’s roster, the Indiana-based pharma giant has been increasing its presence in the basketball game for a while. WNBA star Caitlin Clark signed on last year to champion “better health,” and the Indiana Fever carry Lilly’s logo on their jersey and co-run health equity programs. The Indiana Pacers are another health equity partner.
This summer, Lilly also launched a new initiative called “The Court Is Hers” in partnership with the Indiana Fever and the YMCA of Greater Indianapolis to eliminate registration fees and boost basketball access for girls, helping them build confidence, inclusion and lifelong health.
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