Now on the verge of his fourth NBA championship, LeBron James is the new face of the Breakfast of Champions.
This week, Wheaties announced the Los Angeles Lakers star will be replacing Serena Willams on the front of the brand’s cereal boxes with the students and community from his I PROMISE School in Ohio moving to the back of the packaging.
The box was unveiled with the following tagline: “Champion is not who you are. It’s what you do.”
It seems ridiculous given how popular the 35-year-old has been for nearly two decades, but this is the first time James has been featured on the Wheaties box.
“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,” James said in a statement. “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.”
Wheaties has been putting athletes on the front of its orange cereal boxes since Lou Gehrig first graced the cover back in 1934.
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