Shaquille O'Neal has made many bold moves throughout his career, but few are as memorable as his decision to pass on a lucrative Wheaties sponsorship ... people," he said. "Frosted Flakes will ...

I said hey, Breakfast of Champions, I know who you are, but I never eat Wheaties, I can’t do it. Then I told my people, call Frosted Flakes or Fruit Loops, I’ll be on the cover of that.

He was more of a fan of its competitors, such as Frosted Flakes and Fruity Pebbles. “My people said, ‘Hey man, won’t you be on the cover of Wheaties.’ I said, ‘I can’t do that.’ ...