Supreme Wheaties: Supreme Pick of the Week

Supreme is a champion. On StockX, Supreme has consistently been the best selling apparel brand by a long shot. But even though nobody is posing the question or even trying to claim the crown, Supreme still seems to broadcast their dominance here and there. This week, the New York streetwear brand is asserting their dominance with the release of a collaborative Wheaties cereal box. Rumblings about the partnership began to pop up shortly before the season began and rumors were officially confirmed by Supreme’s Spring/Summer 2021 preview. With their official appearance on the front side of a Wheaties Box, Supreme now shares in the prestigious company of numerous Olympians and professional athletes who’ve also been featured on the cover of The Breakfast Of Champions.

Landing your name or picture on the cover of a box of Wheaties isn’t an easy thing to do. After adopting the slogan, “The Breakfast Of Champions” in the 1930’s and then beginning to feature athletes on the cover of their boxes in the 1950’s, Wheaties reserved the honor for athletes who perform at the highest level. Past Wheaties Box Athletes include Michael Jordan, the US Women’s Gymnastics Team of 1996, Michael Phelps, Tiger Woods, Muhammad Ali, and many more. One must quite literally be considered a champion to be featured on the front of The Breakfast Of Champions. At its most popular point in pop-culture, being featured on the cover of a box of Wheaties was a rite of passage into the club of athletic excellence. For Supreme, this partnership makes a grand statement: Supreme is clearly a champion. 

Supreme seems to be waving a flag of victory with this collaboration. To brand defectors or your neighborhood contrarian, stating that Supreme is a champion may ruffle some feathers. But to those who’ve been watching what the brand has really accomplished, especially in the last ten years, the Supreme x Wheaties Cereal Box makes a lot of sense. The brand broke down the boundaries between streetwear and luxury fashion with their 2017 Louis Vuitton collaboration that included an appearance on the runway at Paris Fashion Week. One year later, Supreme took home the CFDA Menswear Designer Of The Year award, marking the first time that a streetwear brand was officially honored by the organization. The brand celebrated their 25th year in business in 2019, they donated millions of dollars to charity for COVID-19 in 2020, and they’ve established a regular repeating collaborative relationship with Nike through their AF1. Now, Supreme is the first streetwear brand to find themselves as the coverstars of a box of Wheaties, a true testament to their status as the champions of the streetwear industry. 

In celebration of this feat, white and black colorways of a Supreme x Wheaties t-shirt have also released alongside the two cereal boxes. Supreme’s Wheaties collaboration has deviated slightly from the cereal’s traditional design, which usually features an athlete on the cover against their iconic orange box. For this release though, Supreme has clearly taken some design liberty. Both colorways of the  box feature a colored camo background with a red Supreme Box Logo below an orange Wheaties brand mark.

Buy & Sell the Supreme Wheaties Cereal Boxes and matching t-shirts on StockX below.