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Wheaties Salute to 'The Admiral'

San Antonio Spurs legend David Robinson was honored with a special-edition Wheaties box unveiled on January 14, 2004 at The Carver Academy in San Antonio.

The packaging that featured "The Admiral" continued Wheaties' tradition of honoring legendary African-American athletes during Black History Month.

"Having my picture on the cover of a Wheaties box is a great honor, and joining the elite list of Wheaties champions through the years is very gratifying," Robinson said.

One of the top centers of all time, Robinson was a sensation on the basketball court and a respected figure off the court. In 1989-90, his first season with the Spurs, he earned unanimous Rookie of the Year honors. In addition to being a 10-time All-Star, he also earned All-NBA honors 10 times and All-Defensive honors nine times. Robinson was named Defensive Player of the Year in 1992 and league MVP in 1995. In 1996 Robinson was named one of the NBA's 50 Greatest Players of All Time.

He is only the second player in league history to have won a rebounding, blocked shots and scoring title during his career. And while leading his team to two NBA titles, the 7-1 center also set Spurs all-time marks for points, rebounds, steals, blocks and games played. Robinson is the only male basketball player in U.S. history to appear in three different Olympic Games, winning two Gold Medals and becoming the country's all-time Olympic leader in points, rebounds and blocked shots.

Robinson's lasting legacy was also defined by his status as one of the pre-eminent philanthropists in all of professional sports. On March 23, 2003, NBA Commissioner David Stern announced that future winners of the NBA Community Assist Award would receive the David Robinson Plaque, with the inscription, "Following the standard set by NBA legend David Robinson, who improved the community piece by piece." Among Robinson's charitable achievements was his $9 million commitment toward the construction and operation of The Carver Academy, an independent school for San Antonio students from a culturally diverse community.

"We are thrilled to recognize David Robinson for his incredible accomplishments both on and off the court," said Brian Kittelson, Wheaties marketing manager. "He certainly makes a great addition to the roster of Wheaties champions who have appeared on the orange box through the years."

Wheaties began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties -- The Breakfast of Champions." From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest athletes of all time. Learn more at www.wheaties.com.

With 29 teams in the United States and Canada, NBA games and related programming are broadcast to 212 countries in 42 languages. The NBA is a recognized leader in sports marketing currently maintaining its longest-ever list of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world. NBA players are the most recognizable and successful product endorsers with up to 70 players being used in national or international promotions this season. For more information on the NBA, visit www.nba.com.

The Breakfast of Champions® and Wheaties® are registered trademarks of General Mills.

Source: 2004 (Newstream)