As dawn breaks on the United States, the grocery shelves will soon sport a familiar figure on Wheaties cereal boxes- the inimitable Billie Jean King. With an astounding 39 Grand Slam titles under her belt and a lifetime promoting equality, King is no stranger to display cases, but this time it’s not for sports memorabilia. In a fitting tribute to a trailblazer on and off the tennis court, the tennis Hall of Famer’s face will be printed on a limited edition Wheaties box.
General Mills, the manufacturer of the popular brand, announced on Thursday that the specially designed packaging featuring King’s distinctive image will start making appearances in stores across the country by the end of the month. Encased in the iconic orange Wheaties box, King’s image is expected to inspire next-generation champions at the breakfast table.
Exuding a spirit of humility and recognition, King remarked on the honor, “I’ve dedicated my life to equality for all, uplifting those around me and inspiring girls and women, in particular, to dream big. This box feels like a full circle moment as we celebrate the next generation of champions.”
This recognition is no less than deserved for the tennis legend, whose off-court fight for equal rights has often mirrored her spirited performances in the arena. King was instrumental in planting the seeds for the Women’s Tennis Association (WTA) Tour and fought persistently to guarantee that male and female athletes received equal prize money. Not stopping there, she was a key advocate behind the spheres of influence for the passage of Title IX, a federal law prohibiting gender discrimination in education.
Now 80, King can look back at a playing career punctuated by a staggering tally of 39 Grand Slam titles, encompassing singles, women’s doubles, and mixed doubles championships. The tennis world acknowledged her achievements in 1987, enshrining her in the International Tennis Hall of Fame. She was further honored in 2021, receiving a second induction, this time alongside the ‘Original 9’—the trailblazing group of women she stood shoulder to shoulder with to give shape to the current WTA Tour.
Now, as Wheaties pays homage to this champion of champions, King’s enduring legacy will inspire not just tennis fans, but the wider public — one breakfast at a time.
