First Wheaties Athlete
Path to the Cereal Box
In 1934, Lou Gehrig became the first athlete to appear on a Wheaties cereal box.
At the time, Gehrig was a star baseball player for the New York Yankees and one of the most recognizable athletes in the United States.
These qualities made him an ideal choice for General Mills to use on their Wheaties box.
Interestingly, Lou Gehrig’s Wheaties appearance wasn’t on the front of the cereal box; rather, he appeared on the back.
Wheaties had been using the slogan “The Breakfast of Champions” in their radio jingle since 1933, and they sought a well-known athlete to connect with this message.
Gehrig’s on-field success, coupled with his work ethic and appealing personality, made him the perfect fit for Wheaties’ campaign as they looked to establish their brand as the go-to cereal for sports enthusiasts.
Impact on Athlete Endorsements
Lou Gehrig’s appearance on the Wheaties box set the stage for a new era in athlete endorsements.
Before this, athlete endorsements were relatively uncommon, and the concept of using an athlete’s image on product packaging was groundbreaking at the time.
Gehrig’s Wheaties endorsement deal had a lasting impact on the sports world, paving the way for other athletes to follow suit and become spokespeople for a variety of products.
In 1958, Olympic pole vaulter Bob Richards became the first athlete to be featured on the front of a Wheaties box.
This marked another major milestone in athlete endorsements, further solidifying Wheaties’ association with sports excellence and its status as the “Breakfast of Champions.”
Since Gehrig and Richards’ ground-breaking appearances, numerous other athletes have graced the Wheaties box, including legendary icons such as Michael Jordan, Mary Lou Retton, and Bruce Jenner.
The Wheaties box has become a coveted honor for athletes, symbolizing their achievements and contributions to their respective sports.
In summary, Lou Gehrig’s appearance on a Wheaties box not only established a lasting connection between the cereal and sports success, but it also laid the groundwork for future athlete endorsement deals.
The tradition that began with Gehrig continues today, as Wheaties remains synonymous with athletic achievement and serves as a testament to the power of effective marketing strategies.
Wheaties and Sports Culture
Evolution of the Wheaties Brand
Wheaties was introduced in the 1920s, but it was the 1930s that marked the beginning of their relationship with sports.
The brand started featuring pictures of athletes on their packaging in 1934, coinciding with their slogan, “The Breakfast of Champions.” Initially, the athlete depictions appeared on the sides or back of the cereal box, but in 1958 Wheaties began to place the pictures on the front.
Lou Gehrig was the first athlete to appear on a Wheaties box in 1934, seen on the back of the packaging.
In 1958, Bob Richards, the Olympic pole vaulter, became the first athlete to be featured on the front of a Wheaties box.
Wheaties’ connection to baseball further prospered as they sponsored Major League Baseball broadcasts in the 1930s, solidifying the cereal as a significant part of sports culture.
Iconic Wheaties Representatives
Over the years, several notable athletes have graced the Wheaties box, further endorsing the brand’s association with sports excellence.
Some iconic Wheaties representatives include:
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Babe Ruth – Legendary baseball player and one of the earliest endorsers of the brand.
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Michael Jordan – A six-time NBA champion who appeared on the Wheaties box more than 18 times.
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Muhammad Ali – One of the greatest boxers of all time, also had a significant presence on Wheaties cereal boxes.
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Bruce Jenner – Decathlon gold medalist in the 1976 Olympics, was featured on Wheaties box covers.
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Mary Lou Retton – The first female US gymnast to win a gold medal, who also appeared on the Wheaties box.
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Tiger Woods – Known for his numerous golf achievements, Woods endorsed Wheaties throughout his career.
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Serena Williams – The tennis superstar can also count herself among the amazing athletes featured by Wheaties.
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Michael Phelps – The most decorated Olympian of all time, Phelps has been a prominent figure on Wheaties boxes.
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Shaun White – The renowned snowboarder has also graced the Wheaties box, further expanding the brand’s reach into winter sports.
The Breakfast of Champions has remained a favorite of legendary sports icons over the years, and this tradition continues as new faces make their mark in various sporting arenas.
The Wheaties box has not only become a collectible item for fans but also an acknowledgment of athletes’ achievements and contributions to the world of sports.