Since I'm not a huge Macca fan, I'd be hard-pressed to agree that he is the "ultimate endurance athlete," but it is very cool that he has made the leap to mainstream recognition via Wheaties. "McCormack’s appearance on the Wheaties box will be accompanied by the cover of the Wheaties FUEL box, which was the official cereal and sponsor of the Ford Ironman World Championship because it provides balanced nutrition that helps athletes prepare to win. Wheaties Fuel provides a blend of carbohydrates: simple carbs for rapid supply of energy, complex carbohydrates from whole grain to provide long-lasting energy and help fuel working muscles, and fiber to help curb hunger while limiting feelings of fullness. B-vitamins help unlock the energy contained in the carbohydrates. Wheaties FUEL also contains an excellent source of iron. Iron helps transport oxygen to working muscles. The cereal was developed by a team of elite athletes in the various sports of triathlon (Hunter Kemper), decathlon (Bryan Clay), basketball (Kevin Garnett), baseball (Albert Pujols) and football (Peyton Manning), and a leading sports nutritionist (Dr. John Ivy, University of Texas) to help fuel wins. Proper nutrition is critical to reaching the highest levels of athletic performance. Each of us strive for our own wins every day. Wheaties FUEL can help you prepare for any challenge."
"Wheaties FUEL recently unveiled Wheaties FUEL Prepare to Win nutrition tips from Ironman competitors all over the world. The first three videos in the series are available to view on the Wheaties Facebook page. The latest addition features nutrition tips from McCormack. The brand is challenging Ironman athletes from around the globe to submit their nutrition tips via video submissions to the Wheaties Facebook page in order to share their personal learnings with other athletes."
|The new boxes will be available in March 2011; very important media types like myself received them this week. Jealous?|
Of equal interest, to me at least, is that Wheaties FUEL is sponsoring the airing of the 2010 Ford Ironman World Championship in Kona, Hawaii - debuting on NBC Saturday, December 18th.