LeBron James And His I Promise Students To Adorn Iconic Wheaties Box

LeBron James led the Los Angeles Lakers to a 102-96 win over the Miami Heat last night, putting the franchise one win away from a record-tying 17th NBA championship. James will have to wait until Thursday for a chance to win his fourth NBA crown, but he picked up another accolade today when General Mills
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announced that James will be the next athlete to grace the iconic orange Wheaties box. He follows fellow AP Athlete of the Decade Serena Williams on the cereal box.

New York Yankees legend Lou Gehrig was the first athlete featured on Wheaties in 1934. This one will look a bit different, as James is joined by kids and staff from his I Promise School in the wraparound image. The four-time MVP opened the school in 2018 to help at-risk kids in Akron, Ohio. His I Promise Foundation currently serves more than 1,500 Akron-area students.

“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,” said James in a statement announcing the news. “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.”

The LeBron James Wheaties edition will roll out in stores in the U.S. over the next few weeks.

James has built a dynamic legacy on and off the court. His on-court resume, including a record 13 All-NBA first-time selections, has few rivals outside of Michael Jordan. He’s made 10 NBA Finals and is the all-time playoff scoring leader.

In addition to his own production company (SpringHill Entertainment) and media company (Uninterrupted), James’ endorsement portfolio is unrivaled in team sports. He earns an estimated $60 million a year through deals with AT&T
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, Beats Electronics, Coca-Cola, GMC, KIA Motors, Nike Rimowa and Walmart
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—tennis icon Roger Feder is the only athlete to bank more from sponsors. James and his partners own 19 Blaze Pizza franchises in Chicago and South Florida. He is also an investor and paid endorser for the company.

James first launched his foundation in 2004 by organizing community events to benefit his hometown and started the focus on education in 2011. It committed to spend $41 million on tuition to The University of Akron or Kent State University for every eligible I Promise graduate. There is also a new I Promise Village to help with rent-free transitional housing for families facing homelessness, domestic violence or issues.

The Lakers forward has brought attention to social issues during his career and been a vocal critic of Donald Trump in recent years. He entered the political arena this summer in full force with the launch of his More Than A Vote non-profit aimed at encouraging blacks to vote and combating voter suppression. James told The New York Times in July that the death of George Floyd pushed him into action. James and his long-time business manager, Maverick Carter, funded the initiative that also includes ESPN commentator Jalen Rose, comedian Kevin Hart and current basketball stars Trae Young and Skylar Diggins-Smith.