Wheaties celebrated 100 years of sports history by honoring four legendary champions. The athlete with the most appearances on the cover was none other than the GOAT, Michael Jordan. In partnership with MJ’s own 23XI Racing, the box reveal sped onto the scene. We landed on a seeding moment that married Jordan’s NASCAR present with his basketball past. Bubba Wallace took it from there and dropped off kits all over Charlotte, from the Motor Speedway, to the Spectrum Center!

Creative Direction: Aaron Carlsson
Lead Design / Associate Creative Director: Tim Weakland
Art Direction: Derek Walker
Support Design: Maddy Wignall / Gabe Fernandez / Nate Tabor / Brandon Hrycyk
Account Management: Bryan Humphreys / Kalie Hamilton
Project Management: Emily Rogge
Project Engineering: Greg Schaal

Photography: Ray Hall

Bag Construction: Matchless Builds

ClientGeneral Mills & 23XI RacingServicesStrategy, Design, Art Direction, Graphic Design, Production, Seeding, Social Media Impact

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