MINNEAPOLIS — As part of Wheaties’ 100th anniversary, the brand is paying tribute to sports icon Michael Jordan, who will be featured on the box for a historic 19th time as part of a year-long commemorative celebration.
As part of the celebration, Wheaties will also partner with 23XI Racing, co-owned by Jordan and three-time Daytona 500 winner Denny Hamlin, and its driver, Bubba Wallace, during the 2022 NASCAR Cup Series season.
Throughout his career, Jordan shattered records during his time in the NBA, created the emblematic Jordan brand, uplifted charities and nonprofits, influenced sports culture and most recently, formed 23XI Racing. Jordan will be recognized on two limited-edition, 100th anniversary boxes: an iconic orange box available now at retailers, and a new collector’s Gold Foil box that debuts on Dec. 14, 2021.
“A modern-day legend and inspiration for champions of all ages, Michael Jordan is an incredible athlete, humanitarian and entrepreneur,” said Kathy Dixon, senior brand experience manager for Wheaties. “We are so proud to launch the next box in our anniversary series honoring one of the greatest sports stars and most-decorated Wheaties athlete in history.”
Jordan made history in 2020 when 23XI Racing was formed, as Jordan became the first Black majority owner of a full-time race team in NASCAR’s premier series in nearly 50 years. History was made again on Oct. 4, 2021, when Wallace won his first-career Cup Series race making Wallace the first African American to win a NASCAR Cup Series race since 1963.
“To be able to honor MJ as part of the Wheaties 100th anniversary celebration and have Wheaties join the 23XI Racing family is special for our team,” said Wallace. “When you think of greatness, you think of Michael Jordan and his drive for excellence both on and off the court. His competitive nature and determination motivate me in my career every day. It is an honor of a lifetime to drive for MJ and rep the No. 23, a number that is such a big part of his legacy.”
Wallace will join in the Wheaties 100th anniversary celebration on Dec. 14, to deliver the newly minted ‘Michael Jordan Gold Foil Wheaties box’ to a handful of Jordan superfans, fellow athletes and friends. Wallace will be easy to spot en route in Charlotte, North Carolina, behind the wheel of a replica Wheaties-branded Toyota Camry.
The No. 23 Wheaties Toyota Camry TRD takes to the track on Feb. 27 at Auto Club Speedway in Fontana, Calif.