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New Wheaties box honors athlete-activist Tommie Smith’s iconic 1968 Olympics protest

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Track star Tommie Smith’s iconic 1968 Olympics protest — a silent statement on racial inequality in America that has resonated around the world and through the decades — will be honored this spring by Wheaties.

The General Mills brand that has paid tribute to great athletes for 86 years will put photos of the Black activist on a limited-edition, commemorative cereal box, with all proceeds going to the NAACP.

“As a world champion, I always wanted to be on a Wheaties box,” Smith said in a statement. “To now be recognized by Wheaties and selected to grace the cover of their box, in the class with other great champion athletes, is an honor.”

Both sides of the commemorative box depict Smith. On one side he is shown running, with “SJS” across his chest, as a member of San Jose State University’s famed “Sprint City” squad. The other side shows gold medalist Smith’s iconic pose — a black-gloved fist raised in the air — on that October 1968 night in Mexico City.

He was joined in that podium protest by fellow Spartan sprinter John Carlos, who won the bronze medal. The silver medalist, Australia’s Peter Norman, wore a white button in support of their cause.

“While Tommie was a world champion runner, his work as one of the original activist athletes laid the foundation for champions to use their platform and stand for something extraordinary,” Wheaties executive Taylor Gessell said in the General Mills statement.

At the time, the podium demonstration elicited outrage in White America. But over the decades, the pair’s actions have been cast more favorably. In 2005, a 22-foot statue of the medal-stand demonstration was unveiled at San Jose State. Since then, ESPN has awarded Smith and Carlos the Arthur Ashe Courage Award and in 2019 they were inducted into the U.S. Olympic and Paralympic Hall of Fame in Colorado. Both men, retired educators, now live outside Atlanta.

Details: Tommie Smith’s limited-edition Wheaties box, $5, will be sold online only. The presale has now started at shop.wheaties.com. Shipments will begin in April.

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