The Stories Behind Sports' Most Unforgettable Ads

A great advertising slogan can become part of our daily language. Phrases like “Breakfast of Champions” are so well-known that we often forget they started as a marketing campaign. You came here to learn the origin story of that iconic phrase, and we’ll explore exactly how it came to be.

The Origin of "Breakfast of Champions"

The story behind the “Breakfast of Champions” slogan is a perfect example of how a simple idea can define a brand for nearly a century. This legendary tagline belongs to Wheaties, a whole wheat breakfast cereal from General Mills. The phrase wasn’t born from a massive, multi-million dollar campaign but from a moment of spontaneous creativity on a local radio broadcast.

The year was 1933. Knox Reeves, an advertising agency in Minneapolis, was managing the Wheaties account. The brand sponsored the radio broadcasts of the Minneapolis Millers baseball team. During one of these broadcasts at Nicollet Park, the advertising executive in charge, Samuel Chester Gale, needed to create a slogan. Looking at the athletes on the field and the product he was selling, he reportedly jotted down the phrase on a notepad: “Wheaties: The Breakfast of Champions.”

The slogan was an instant hit. It perfectly connected the wholesome, energy-providing cereal with the peak performance of athletes. It was simple, aspirational, and easy to remember.

The next crucial step was cementing this connection visually. In 1934, Wheaties made a groundbreaking move by putting a picture of a famous athlete on the back of its cereal box: New York Yankees first baseman Lou Gehrig. While other athletes had endorsed products before, this was a new level of integration. Soon after, the front of the orange box became the most coveted advertising space in sports. Getting your face on the Wheaties box meant you had truly “made it.” Over the decades, legendary athletes like Babe Ruth, Michael Jordan, Mary Lou Retton, and Tiger Woods have all been featured, solidifying the brand’s identity as the go-to breakfast for winners.

More Iconic Sports Ad Campaigns That Made History

The “Breakfast of Champions” was a pioneer, but many other campaigns have since left an indelible mark on sports and culture. These ads did more than just sell products; they told stories, inspired millions, and changed the way we think about sports.

Nike: “Just Do It”

It’s arguably the most famous three-word slogan in the world, but the origin of Nike’s “Just Do It” is surprisingly dark and pragmatic. In 1988, Nike was in a fierce battle with Reebok for control of the athletic footwear market. Advertising executive Dan Wieden, of the agency Wieden+Kennedy, was trying to come up with a unifying tagline for a series of different TV commercials.

Wieden recalled the last words of a convicted killer, Gary Gilmore, who faced a firing squad in Utah in 1977. His final words were “Let’s do it.” Wieden adapted the phrase to “Just Do It.” He felt it spoke to a core truth for athletes of all levels: stop overthinking, stop making excuses, and just get it done.

The first “Just Do It” commercial featured 80-year-old runner Walt Stack jogging across the Golden Gate Bridge. It was an immediate success. The slogan was empowering and universal, applying to everyone from professional athletes to everyday people trying to get in shape. It transformed Nike from a niche running brand into a global titan representing determination and perseverance.

Gatorade: “Be Like Mike”

In 1991, Michael Jordan was more than a basketball player; he was a global phenomenon. After winning his first NBA championship with the Chicago Bulls, Gatorade launched a campaign that would become an anthem for an entire generation. The “Be Like Mike” commercial featured a montage of Jordan’s incredible highlights mixed with clips of kids and adults trying to emulate his moves, all set to an incredibly catchy jingle.

The song, with its simple and aspirational lyrics (“Sometimes I dream, that he is me…”), was the key to its success. It tapped directly into the universal desire to be like our heroes. The campaign perfectly positioned Gatorade not just as a sports drink, but as the fuel that could help you achieve your dreams. It remains one of the most beloved and memorable ad campaigns of all time, forever linking the Gatorade brand with Michael Jordan’s legendary status.

Coca-Cola: “Mean” Joe Greene

Not all iconic sports ads focus on highlights and victory. One of the most famous commercials ever made is built around a simple moment of human connection. In 1979, Coca-Cola aired an ad during the Super Bowl starring “Mean” Joe Greene, a famously tough defensive tackle for the Pittsburgh Steelers.

In the commercial, a battered and limping Greene is heading to the locker room when a young boy timidly offers him his bottle of Coke. Greene initially brushes him off but then relents, drinks the entire bottle in one go, and turns back to the boy. As the boy walks away disappointed, Greene calls out, “Hey kid, catch!” and tosses him his game-worn jersey. The boy’s joyful response, “Wow! Thanks, Mean Joe!” created a heartwarming and unforgettable moment. The ad won numerous awards and is celebrated for its powerful storytelling and ability to show the softer side of a fearsome athlete.

Under Armour: “I Will What I Want”

For years, Under Armour was primarily known as a brand for tough, male-dominated sports like football. To break into the lucrative women’s athletic apparel market, they needed a campaign that would resonate differently. In 2014, they launched “I Will What I Want.”

The most famous ad from this campaign featured ballet dancer Misty Copeland. While she pirouetted beautifully, a young girl’s voice read a rejection letter detailing why she wasn’t right for ballet school: “You have the wrong body for ballet.” The ad was a powerful statement against doubters and critics, celebrating Copeland’s journey to becoming the first African American principal dancer at the American Ballet Theatre. It redefined what it meant to be an athlete and successfully positioned Under Armour as a brand that championed female strength and determination.