Wheaties™ Salutes Racial Equality Trailblazer and Track Legend Tommie Smith with Limited Edition Box
January 29 2021 - 9:00AM
Business Wire
Sales of the commemorative Wheaties box will
benefit the NAACP
Wheaties revealed today that Tommie Smith, a racial equality
activist and record-breaking track and field star, will be honored
with a limited-edition Wheaties box coming this April.
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Wheaties revealed that Tommie Smith, a
racial equality activist and record-breaking track and field star,
will be honored with a limited-edition Wheaties box coming this
April. (Photo: Business Wire)
“While Tommie was a world champion runner, his work as one of
the original activist athletes laid the foundation for champions to
use their platform and stand for something extraordinary,” said
Taylor Gessell, brand experience manager for Wheaties. “We are
proud to honor this true champion and trailblazer with this special
commemorative Wheaties box.”
Smith established himself as an elite track and field athlete at
the 1968 games in Mexico City. At age 24, he won the 200-meter
sprint, earning him a gold medal. He became the first man to break
20 seconds in the 200-meter, crossing the finish line triumphantly
with his hands in the air. During this pivotal moment on a global
stage, Smith made a bold and culture-defining gesture, raising his
fist while on the podium in silent protest for racial justice,
solidarity, and human rights.
“As a world champion, I always wanted to be on a Wheaties box,”
Smith said. “To now be recognized by Wheaties and selected to grace
the cover of their box, in the class with other great champion
athletes, is an honor.”
Smith’s historic moment at the games is the basis of the
documentary film With Drawn Arms by artist and director Glenn Kaino
and photographer and director Afshin Shahidi. The documentary
uncovers the story behind that critical moment in American history,
spawning one of the most iconic images of protest from the past
century that defined the racial equality movement and continues to
inspire and empower athletes 50 years later. In the film, Smith
reveals one of his dreams is to appear on the “Breakfast of
Champions™” box. While at the time his salute caused great
controversy, Smith has continued to be a pioneer for equality.
Tommie Smith’s limited-edition Wheaties box will launch
exclusively online in April. Sales of the box will go to the NAACP.
Beginning January 29, 2021, boxes will be available for pre-sale
purchase at shop.wheaties.com. All pre-sale boxes will be shipped
in April.
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” has 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.
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Simon Landon, Golin on behalf of General Mills
312-729-4424 slandon@golin.com
General Mills Public Relations 763-764-6364
media.line@genmills.com
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