“The Breakfast of Champions“ was the famous slogan created by General Mills for Wheaties in the 1930s. Decades later, it remains one of the most recognizable advertising taglines in American history. Wheaties is also known for featuring prominent athletes on its cereal boxes, reinforcing its champion-themed legacy.
This is a feel-good story to kickstart your week on a positive note! 🧡
When I’m not traveling, I usually return to Kansas City to spend time with family and friends, which includes visiting my friends at The Jewish Community Center (The J KC), where I work out.
On Tuesday mornings, I sometimes volunteer with The Ben Rubin Parkinson’s Wellness Program in the Rock Steady Boxing fitness class for people living with Parkinson’s disease. The folks in this class are incredible. Their determination, humor, and positivity always leave me feeling better and brighter than when I arrived.
At the beginning of every class, during warm-ups, Miriam, the boxing instructor and coach, asks a question, and we go around the room sharing our answers. About two years ago, her question was (paraphrasing):
“Tell us a unique, fun (or funny), or interesting fact about yourself that the class doesn’t know.”
It’s a great icebreaker because we learn things about each other that might never come up in ordinary conversation.
One answer stopped me in my tracks.
A boxer named Jim casually shared that he had eaten Wheaties almost every single day since he was five years old.
What?!?!
I was floored.
Never in my life have I been that consistent with anything. Not a hobby. Not a routine. Not even a favorite food. Yet here was Jim, faithfully starting every morning with the same bowl of cereal for more than seven decades.
During class, I jokingly said, “We should put your face on a box of Wheaties.”
Without missing a beat, Jim replied, “That’s one of my dreams.”
Like someone throwing a playful jab in the first round, I answered, “I bet we could do it. We just need the right contact to get our foot in the door. I’ll work on it.”
Then I promptly dropped my guard and forgot all about it.
For nearly two years.
I’ve always loved helping people achieve their dreams. If I ever won the lottery or had unlimited resources, I would spend my time and money helping people check items off their bucket lists. There is something deeply rewarding about helping someone experience a moment they’ll never forget. I think sometimes I get more excited about it than they do. It’s such a fun challenge to see if we can make it happen.
When I returned to Kansas City for the holidays in December 2025, I was back volunteering in Jim’s class when our conversation popped back into my head.
This time, I got to work immediately.
I knew I needed a connection. Otherwise, my email would likely disappear into the abyss of corporate inboxes and customer-service requests.
So I posted a message on LinkedIn and my social media accounts asking if anyone had a connection at General Mills or Wheaties.
On LinkedIn alone, the post generated more than 2,000 views and several comments.
The very first person to respond was Lindsey, someone I had only met face-to-face once nearly 20 years ago.
At the time, she worked for the New Orleans Pelicans, and the arena where I worked was hosting one of their preseason games. She was fantastic to work with, and thankfully, we’ve stayed connected all these years.
Lindsey got us inside the ring! 🥊
Now it was time to make our case.
Below is the email I sent to the Wheaties team. Names have been removed or altered for privacy.
Hello ABC,
I hope you’re doing well. XYZ kindly shared your contact information and mentioned that you were familiar with my request to recognize Jim XXX with an appearance on a Wheaties box.
I volunteer with a Parkinson’s Rock Steady Boxing program in Kansas City, and one of our longtime participants, Jim, has a story that is both remarkable and deeply moving.
For more than 70 years, Jim has started every single morning with a bowl of Wheaties. It’s been a constant in his life – long before careers, children, and grandchildren. In December 2020, Jim was diagnosed with Parkinson’s, and just two months later, he joined Rock Steady Boxing to confront the disease head-on. His grit, discipline, humor, and athletic spirit have inspired everyone in our gym.
Jim has one dream left on his bucket list. It is simple, but powerful: He wants to be featured on a Wheaties box.
For a man who has believed in the “Breakfast of Champions” his entire life, this would mean more than you can imagine. And for millions of people fighting Parkinson’s, it would symbolize something even greater: that they, too, are champions.
April is Parkinson’s Awareness Month, and I believe there is a unique opportunity for General Mills to create a national campaign that shines a light on the unexpected athletes of this disease and people who find themselves training harder than ever, often later in life, just to maintain their strength, mobility, and dignity. With Jim’s lifelong loyalty to Wheaties and his daily fight against Parkinson’s, he would be the perfect face to lead this effort.
A campaign like this could honor not only Jim, but the 1.1 million Americans currently living with Parkinson’s, a number projected to rise to 1.2 million by 2030. Nearly 90,000 people are diagnosed every year, and more than 10 million people worldwide are living with the disease. These are individuals and families who would see themselves reflected and uplifted by a campaign that recognizes their courage.
There is tremendous potential to partner with organizations such as Rock Steady Boxing, the Parkinson’s Foundation, or the Michael J. Fox Foundation to create meaningful impact while reinforcing the legacy of Wheaties as the breakfast that celebrates champions in every form.
Jim has spent a lifetime honoring Wheaties with his daily ritual. I hope there’s a way for Wheaties to honor him, and the millions like him, in return.
I would be grateful for the chance to talk further or provide anything you might need.
Thank you so much for your time and consideration.
Warm regards,
Emily
I had high hopes for the idea. I was swinging for the fences. In my mind, maybe it would become a national Parkinson’s Awareness campaign.
That didn’t happen.
But something wonderful did.
A member of the Wheaties team enthusiastically responded and offered to create a customized Wheaties box featuring Jim. They also wanted to send him a special goodie package of Wheaties merchandise.
All they needed was a photo, his shirt size, and a mailing address.
Dawn, who leads the Rock Steady program, helped gather photos. I used my personal address so we could surprise Jim during class and celebrate together as a group. It’s always better when you can celebrate with friends!
Dawn even arranged for a photographer to capture the moment.
And let me tell you, the Wheaties team came through in championship fashion. True professionals.
They sent a personalized Wheaties box displayed in a protective hard-plastic case, along with a Wheaties T-shirt (not pictured) and a sweatshirt.
Then came the big day.
During a Tuesday class in January, we presented Jim with his very own personalized Wheaties box. 🧡
The look on his face was priceless.
He was completely surprised, incredibly gracious, and genuinely touched.
I lost count of how many times he hugged me and said thank you.
🥊 Our Champion! 🥊
One of the beautiful things about boxing is that victory isn’t always measured by knockouts, titles, or championship belts.
Sometimes victory is in the little daily moments of showing up to class, punching the bag, or helping someone realize a dream.
It was an absolute honor to be in Jim’s corner and help make this moment happen.
A heartfelt thank you to Lindsey, the teams at General Mills and Wheaties, and the staff at The J for helping bring this idea across the finish line. This was truly a team effort and a TKO!
Also, a huge high-five to Jim and to everyone fighting Parkinson’s. I know it’s not easy to step in that ring every day. Every class is a reminder of what courage, resilience, and determination look like.
Don’t give up. Keep fighting. 🥊♥️
If Jim’s story inspired you, consider making a donation to the Rock Steady Boxing program through The Ben Rubin Parkinson’s Wellness Program at The J KC.
“Hey, hey, hey! Rock Steady at The J!” – the closing chant after every class. 🥊
But wait….there’s more.
In May, I received a message from my cousin Laura. She has a friend who works at General Mills, and that friend shared something unexpected:
Jim’s story had recently been highlighted during a company meeting.
Think about that for a moment.
An icebreaker question and a casual conversation during a boxing class led to a lifelong dream being fulfilled and a story being shared inside one of America’s most iconic brands.
You never know where a single act of kindness, a simple conversation, or a bold idea might lead.
If there’s one lesson I’ve taken away from this experience, it’s this:
Dream big.
Take action.
Stay positive.
Most people never throw the punch because they’re afraid they’ll miss. But sometimes all it takes is stepping into the ring and giving it all you’ve got. You never know whose life you might impact or how far that impact might travel.
Much love & gratitude. Namaste 🙏
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