Wheaties Honors Ex-NBA Great Willis Reed

February 4 - General Mills' Wheaties cereal brand formally unveiled its latest box design featuring a likeness of NBA Hall of Famer Willis Reed at an event at New York's NBA store on Wednesday, and the former Knicks player himself stepped up to pull the wraps from the new box design.

The venerable brand, which has celebrated the likes of Tiger Woods with its "Breakfast of Champions" tag since 1934, is timing the new limited-edition Willis Reed packaging with Black History Month. The package celebrates Reed's on-court performance in 1970 when he helped the Knicks win the NBA Championship.

Reed joins such sports stars as Muhammad Ali, Hank Aaron, Jackie Robinson, and Julius "Dr. J" Erving among those whose images the company has put on Wheaties boxes in February.

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