LeBron on Wheaties box with I PROMISE kids

12:52 PM ET

As LeBron James chases his fourth NBA title, it is his off-court championship that is being recognized.

The Los Angeles Lakers star will be featured on Wheaties boxes — along with the students and community from his I PROMISE School.

The brand unveiled the box Wednesday, noting, “Champion is not who you are. It’s what you do.”

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James is featured on the front of the box, with the background a collage of images from the school. The back of the box features more students and details the importance of the school to James.

“The school is built on the premise that no one walks through life alone,” the box reads. “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.”

The school responded to the announcement with a tweet, saying, “Our kids?! LeBron?! The @wheaties box cover?! What an honor and inspiration it is for our scholars to see themselves on the iconic Wheaties box alongside their hero, leader, and true champion of change. @KingJames.”

This is the first time James has been

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