LeBron James, I PROMISE School featured on Wheaties box

In a brief video, James added the motto: "Champion is not who you are. It's what you do."

Per ESPN, part of the message printed on the back of the box reads:

"The school is built on the premise that no one walks through life alone. Every day when the I PROMISE kids and families walk through the doors ... they know the path they're on is the path of a champion."

James has become an outspoken activist during the second half of his Hall of Fame career. Along with his I PROMISE initiatives, he's also heavily involved in the "More Than A Vote" movement sparked by the killings of George Floyd and Breonna Taylor by police officers. 

"We are focused on systemic, targeted voter suppression in our community and have a specific mission: educate, energize and protect Black voters," reads a letter shared by "More Than a Vote" and signed by James back in August.  

"We are driven by a shared understanding that our influence and prominence, particularly among young people, is a responsibility to continue the tradition of Black athletes working together to fight for justice and equality."