Package of Champions

In the spring of 1970, Willis Reed was my hero. Despite an injury, he captured the NBA Championship for the New York Knicks (then in their glory days).

Now Wheaties, “The Breakfast of Champions,” is honoring the basketball champion and his 1970 achievement with a new limited-edition box. The package continues the Wheaties tradition of honoring African-American athletes during Black History Month.

Wheaties, the package of champions, should be honored as one of the few iconic American products that, rather than merely pandering to the market, has stuck to its history of getting kids to eat breakfast. Yet the problem for me is this: I don’t eat the cereal. Do any of you?

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Daily Heller, Imprint: Print Magazine's Design Blog

About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.

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