LeBron James named new face of Wheaties cereal

One of the greatest basketball players of all time has become the new face of Wheaties.

LeBron James will be taking over as the latest athlete to grace the cover of the iconic cereal box, succeeding none other than Serena Williams.

Though James isn’t making his solo debut on the box. Alongside his image is a collage of children and families from his LeBron James Family Foundation’s I Promise Program, which runs in Akron, Ohio.

“We all know LeBron James for his record-breaking basketball career, but his achievements off the court truly set him apart,” Taylor Gessell, brand experience manager for Wheaties said. “From starting the LeBron James Family Foundation, to boldly speaking out on racial injustice, to launching the I Promise School — LeBron is a champion of change who is using his sports platform to better the world. We couldn’t be prouder to feature such a positive force of inspiration for the next generation of champions on Wheaties’ historic box.”

Featured in wraparound image are students and staff from the I Promise School, which James opened with the foundation in 2018, and serves the district’s most at-risk students and their families, the Minneapolis-based company said.

The I Promise School also looks to give Akron’s most challenged children the resources and support needed to excel in school and beyond. It also houses a Family Resource Center, which the foundation created to help eliminate barriers families face with access to job support, legal aid, health care, GED classes, financial literacy programs, and an onsite food pantry, the company said.

“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,” said James. “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.”

In addition, the foundation has guaranteed tuition to The University of Akron or Ken State University for every eligible graduate of the school.

“Having our students, families and educators on the Wheaties box alongside LeBron is pretty powerful, and it illustrates that deep and meaningful work cannot be done alone,” Michele Campbell, executive director of the LeBron James Family Foundation said. “It takes an entire community to truly rally around those that need it most, and it takes a lot of passion and hard work. But it can be done, and we’re humbled to continue pushing the envelope on what’s possible for these families and all communities across the country.”

The limited-edition LeBron James and I Promise Wheaties box is currently available for purchase online and will roll out to retail shelves in the United States in the next several weeks.