Wheaties is celebrating 100 years of business by reviving its classic cereal box imagery that highlights superstar athletes. Aptly titled the Century Box series, the brand is kicking off the project with late boxer and civil rights activist Muhammad Ali. The Greatest made his Wheaties box debut in 1999.
"Muhammad was a man of principle and strength, he fought against discrimination and injustice in their many forms," Lonnie Ali, Muhammad Ali’s wife said in the official release. "He was a voice for equality and justice for all. He would be honored to be the first athlete featured on the Wheaties Century Box so that his enduring wisdom, optimism and hopes can continue to affect emerging athletes and humanitarians."
As the year continues, Wheaties plans to recognize athletes who have previously graced the iconic orange box and "shaped sports culture." The decision to make Ali the inaugural face was in honor of the philanthropist's six core principles of confidence, conviction, dedication, giving, spirituality, and respect, which reflected his attitude to rivals inside and outside the ring.
Other notable figures to have adorned the cereal box include Jackie Robinson (1996), Michael Phelps (2004, 2012, 2016) and Michael Jordan, who boasts the most iterations on a box with 18.
Embellished in gold foil, grocery stores nationwide will begin selling the limited-edition Muhammad Ali centennial Wheaties box this week. Fans can also purchase one on the Wheaties website.
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