Wheaties Unites with LeBron James and His Foundation to Champion Change as Next Wheaties™ Athlete
October 07 2020 - 7:00AM
Business Wire
James succeeds fellow Athlete of the Decade
Serena Williams
Wheaties announced today that LeBron James, one of the greatest
basketball players of all time, will be the next athlete to adorn
the cover of the iconic orange box. James takes over the cover from
Serena Williams, both of whom were named Associated Press Athletes
of the Decade earlier this year. James will continue Wheaties’ 85
year-run of featuring sports champions on the collectible
boxes.
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Wheaties announced that LeBron James, one
of the greatest basketball players of all time, will be the next
athlete to adorn the cover of the iconic orange box. (Photo:
Business Wire)
The box looks a little different this time. Alongside James is a
collage of kids and families from the LeBron James Family
Foundation’s transformational I PROMISE program in Akron, Ohio. The
wraparound image includes students and staff from the I PROMISE
School, the groundbreaking Akron Public School opened by James and
the Foundation in 2018 that serves the district’s most at-risk
students and their entire families. The school and the Foundation’s
comprehensive programming have redefined the community of Akron and
is a testament that James has never forgotten where he came from.
No matter how much on court success he has had, his legacy is much
bigger than basketball.
“We all know LeBron James for his record-breaking basketball
career, but his achievements off the court truly set him apart,”
said Taylor Gessell, brand experience manager for Wheaties. “From
starting the LeBron James Family Foundation, to boldly speaking out
on racial injustice, to launching the I PROMISE School - LeBron is
a champion of change who is using his sports platform to better the
world. We couldn’t be prouder to feature such a positive force of
inspiration for the next generation of champions on Wheaties’
historic box.”
James grew up in Akron, Ohio, where he leaned on his family,
friends and community to lift him up when times were tough. He was
a standout high school player for St. Vincent-St. Mary before being
drafted as the #1 overall pick. James has gone on to win three
Championships, four league MVPs. He currently stands as the 3rd
all-time points leader - and he can now add Wheaties Champion to
the list.
“Growing up where we come from, to see my I PROMISE kids and
families from Akron, Ohio, represented on the iconic Wheaties box
means everything,” said James. “The movement we’ve started in Akron
is about doing our part to uplift our community by first listening
and then responding with the resources they need. We will continue
to do everything we can to create a better future for our kids and
our community, and it starts with the students, teachers, and
everyday champions you see on this box.”
James’ leadership and impact have always spanned well beyond the
basketball court. In 2004, James, who proudly refers to himself as
“just a kid from Akron,” started the LeBron James Family Foundation
to give back to the same community that changed his life. LJFF
started by organizing community events and in 2011, refocused its
efforts on education. In 2018, LJFF opened the I PROMISE School,
dedicated to giving Akron’s most challenged kids the resources and
support they need to excel in school and beyond. With its Family
Resource Center, the Foundation eliminates barriers families face
with access to job support, legal aid, healthcare, GED classes,
financial literacy programs, and an onsite food pantry. For those
experiencing homelessness, the Foundation opened the I PROMISE
Village to provide transitional housing. LJFF has also guaranteed
tuition to The University of Akron or Kent State University for
every eligible I PROMISE graduate. James and his Foundation have
started a movement that is transforming the future for thousands of
Akron families.
“Having our students, families and educators on the Wheaties box
alongside LeBron is pretty powerful, and it illustrates that deep
and meaningful work cannot be done alone,” said Michele Campbell,
Executive Director of the LeBron James Family Foundation. “It takes
an entire community to truly rally around those that need it most,
and it takes a lot of passion and hard work. But it can be done,
and we’re humbled to continue pushing the envelope on what’s
possible for these families and all communities across the
country.”
The limited-edition LeBron James and I PROMISE Wheaties box will
be sold on www.Shop.Wheaties.com now and will roll out on store
shelves in the U.S. in the next several weeks.
ABOUT WHEATIES
Wheaties is an iconic brand that has been a part of American
culture for nearly 100 years. In 1934, Wheaties honored Lou Gehrig
as their first cover athlete and has celebrated champions on their
iconic orange cereal boxes ever since. Some of the greatest
athletes in history have been honored on Wheaties boxes. The team
behind “The Breakfast of Champions” have redefined what it means to
be a Champion and to champion, reserving their cover for athletes
who are using their sports platform for something greater. Wheaties
believes the world needs more champions who champion. To view more
about Wheaties, or shop for products, visit www.wheaties.com.
About the LeBron James Family Foundation
Recognizing the life-changing importance of education, The
LeBron James Family Foundation invests its time, resources and
attention in the kids of James’ hometown in Akron, Ohio. Through
its I PROMISE Program, the foundation serves more than 1,500
Akron-area students by providing them with the programs, support
and mentors they need for success in school and beyond. In 2018,
the Foundation partnered with Akron Public Schools to build all of
its family-first programming and academic interventions into the
groundbreaking I PROMISE School that has created a new model for
urban, public education. These life-changing resources, combined
with the Foundation’s “We Are Family” philosophy are re-defining
what a family and community looks like.
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Mike Siemienas, General Mills 763-764-6364
media.line@genmills.com
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