Wheaties Century Box captures the true meaning of being champion
Champion takes on many different meanings and the Wheaties Century Box looks to bring that conversation to the forefront. For the 19th time, Michael Jordan graces the front of the iconic cereal box, but his inclusion is not necessarily about celebrating another championship or title. That box stands to remind both young and old that meaningful change starts by breaking barriers.
Over the past year, much has been said about athletes and their influence on culture. More and more athletes are celebrated not just for the physical achievements but also for their willingness to be vocal on difficult subjects. From mental health struggles to other social issues, the well-known face serves as a reminder that a champion is made both on and off the field of play.
In a recent announcement, the new Wheaties Century Box features Michael Jordan. Now gracing the cover for the 19th time, this selection stands to honor Jordan’s impact off the court. This special offering will be available in two forms, the 100th anniversary box sold in stores and a new collector’s Gold Foil Box which will be available on December 14.
Kathy Dixon, senior brand experience manager for Wheaties said, “A modern-day legend and inspiration for champions of all ages, Michael Jordan is an incredible athlete, humanitarian and entrepreneur. We are so proud to launch the next box in our anniversary series honoring one of the greatest sports stars and most-decorated Wheaties athlete in history.”
How the Wheaties Century Box changes the champion conversation
Since Wheaties wants people to envision the champion not just as the person holding the trophy but also the person who breaks barriers, the Wheaties Century Box is coupled with announcement that it is partnering with 23XI Racing during the 2022 NASCAR Cup Series season.
When Jordan joined the 23XI Racing, he broke barriers. When its driver, Bubba Wallace took to the track, he changed the conversation. The combination is more than just winning titles by crossing under the checkered flag. It visually showing others that anyone and everyone can get behind the wheel and drive their way to success.
Bubba Wallace commented, “To be able to honor MJ as part of the Wheaties 100th anniversary celebration and have Wheaties join the 23XI Racing family is special for our team. When you think of greatness, you think of Michael Jordan and his drive for excellence both on and off the court. His competitive nature and determination motivate me in my career every day. It is an honor of a lifetime to drive for MJ and rep the No. 23, a number that is such a big part of his legacy.”
Whether that single box will change one person’s outlook or seeing that NASCAR race will encourage another person’s willingness to dream big is not the measure of the success. It is the understanding that anyone and everyone can achieve, but they have to be willing to take that first step toward the goal.
The collective Michael Jordan Gold Foil Box will be available on www.Shop.Wheaties.com and will sell for $25.00. It will be available on December 14 at noon EST. The Wheaties Century Box is available at various retailers for a suggested retail price of $4.99.
Bubba Wallace will take the track at the Auto Club Speedway on February 27, 2022 in the No. 23 Wheaties Toyota Camry TRD.