Former NBA star Shaquille O'Neal tells us why he didn't sign a deal with Wheaties, even though they asked him twice, and how he chooses his endorsements. The following is a transcript of the video.

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For 90 years, Wheaties boxes have showcased America’s greatest athletes ... In ”(re)Covering the Iconic” at the African American Museum in Philadelphia, Shaheed Rucker uses classic ”Jet” magazine ...

General Mills? Wheaties is mobilizing its cereal boxes to trigger engagement when consumers have a few extra minutes to kill while eating breakfast. Wheaties is using augmented reality to liven up ...

but few are as memorable as his decision to pass on a lucrative Wheaties sponsorship after his first NBA championship. The iconic cereal brand wanted him on their box, a symbolic and lucrative nod ...