May 3, 2018
Wheaties May 3 announced that NBA superstar Kyrie Irving will appear on a limited-edition cereal box, appearing both as an athlete and title character of the upcoming Lionsgate/Summit Entertainment movie Uncle Drew.
Uncle Drew, which will be released theatrically June 29, is based on the digital series, originally conceived by Pepsi, starring Irving as a 75 year-old streetball legend known for his amazing handles and ability to go to the rim.
“It’s truly incredible to have Uncle Drew featured on the legendary Wheaties Box,” Paula Kupfer, SVP of global partnerships and promotions at Lionsgate, said in a statement.
The film follows Dax (Lil Rel Howery), who, after draining his life savings to enter the Rucker Classic street ball tournament in Harlem, is dealt a series of unfortunate setbacks, including losing his team to his longtime rival (Nick Kroll).
Desperate to win the tournament and the cash prize, Dax stumbles upon Uncle Drew and convinces him to return to the court one more time. The two men embark on a road trip to round up Drew’s old basketball squad (Shaquille O’Neal, Chris Webber, Reggie Miller, Nate Robinson, and Lisa Leslie) and prove that a group of seniors can still win.
“Kyrie is a proven winner based on all of his accomplishments on and off the court, and the story of Uncle Drew reminds us that no matter your age, you can still have fun and be successful at the things you love to do,” said Kathy Dixon, marketing communications manager for Wheaties.
The cross-promotion between Hollywood and pro basketball follows in the footsteps of retired star Kobe Bryant winning an Oscar for his short film Dear Basketball, which was distributed by Verizon’s Go90 over-the-top video service.
The Irving/Uncle Drew limited-edition Wheaties box will be available nationwide later this month.