Ali kicking off new Wheaties campaign for cereal's 100th anniversary

Wheaties is unveiling a “special series of commemorative cereal boxes” to mark its 100th anniversary beginning with Muhammad Ali, according to Kirby Adams of the Louisville COURIER-JOURNAL. The Ali box will be the “first in a multi-part series, launching throughout the centennial year and featuring instantly recognizable champions who have previously graced the Wheaties box.” Ali was selected to begin the campaign due to the fact that his “six core principles of confidence, conviction, dedication, giving, spirituality, and respect reflected his approach to opponents inside and outside of the ring” (Louisville COURIER-JOURNAL, 6/9).