• PrintMag

Package of Champions

By: Steven Heller | February 6, 2009



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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